The allure of controversial brands: preferences for larger logo sizes
Autor(a) principal: | |
---|---|
Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/130994 |
Resumo: | In the subsequent research, I investigate factors that might play a role in people’s reactions to controversy. I propose that brands that take a stand on a controversial matter are perceived to take risks that could potentially damage its reputation. Which, in turn, leads controversial brands to signal power and status as long as observers perceive it as costly and observable (Spencer, 1973). Moreover, because one’s perception of status is filtered and guided through one’s convictions (Levy, Chiu and Hong, 2006)I hypothesize that beliefs concerning one’s personality would play a role to display a large logo from a controversial brand. Provided that there are two types of implicit personalities: entity theorists -believe society uses brands to signal who they represent to others, and incremental theorists -draw situational inferences on why individuals use a brand(Park and John, 2017; Preißinger and Schoen, 2018).I predict that entity theorists, under lack of power would use a controversial brand large logo as a signal to others. |
id |
RCAP_5554db307ab2ab1c1cf5b261530f9d89 |
---|---|
oai_identifier_str |
oai:run.unl.pt:10362/130994 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
The allure of controversial brands: preferences for larger logo sizesConsumer behaviorControversial brandsBrand perceptionsBrand logoDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the subsequent research, I investigate factors that might play a role in people’s reactions to controversy. I propose that brands that take a stand on a controversial matter are perceived to take risks that could potentially damage its reputation. Which, in turn, leads controversial brands to signal power and status as long as observers perceive it as costly and observable (Spencer, 1973). Moreover, because one’s perception of status is filtered and guided through one’s convictions (Levy, Chiu and Hong, 2006)I hypothesize that beliefs concerning one’s personality would play a role to display a large logo from a controversial brand. Provided that there are two types of implicit personalities: entity theorists -believe society uses brands to signal who they represent to others, and incremental theorists -draw situational inferences on why individuals use a brand(Park and John, 2017; Preißinger and Schoen, 2018).I predict that entity theorists, under lack of power would use a controversial brand large logo as a signal to others.Consiglio, IreneRUNPera, Carolina Saraiva Miranda2022-01-17T15:22:20Z2021-06-292021-05-192021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/130994TID:202770125enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:09:32Zoai:run.unl.pt:10362/130994Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:56.386Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The allure of controversial brands: preferences for larger logo sizes |
title |
The allure of controversial brands: preferences for larger logo sizes |
spellingShingle |
The allure of controversial brands: preferences for larger logo sizes Pera, Carolina Saraiva Miranda Consumer behavior Controversial brands Brand perceptions Brand logo Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The allure of controversial brands: preferences for larger logo sizes |
title_full |
The allure of controversial brands: preferences for larger logo sizes |
title_fullStr |
The allure of controversial brands: preferences for larger logo sizes |
title_full_unstemmed |
The allure of controversial brands: preferences for larger logo sizes |
title_sort |
The allure of controversial brands: preferences for larger logo sizes |
author |
Pera, Carolina Saraiva Miranda |
author_facet |
Pera, Carolina Saraiva Miranda |
author_role |
author |
dc.contributor.none.fl_str_mv |
Consiglio, Irene RUN |
dc.contributor.author.fl_str_mv |
Pera, Carolina Saraiva Miranda |
dc.subject.por.fl_str_mv |
Consumer behavior Controversial brands Brand perceptions Brand logo Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Consumer behavior Controversial brands Brand perceptions Brand logo Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In the subsequent research, I investigate factors that might play a role in people’s reactions to controversy. I propose that brands that take a stand on a controversial matter are perceived to take risks that could potentially damage its reputation. Which, in turn, leads controversial brands to signal power and status as long as observers perceive it as costly and observable (Spencer, 1973). Moreover, because one’s perception of status is filtered and guided through one’s convictions (Levy, Chiu and Hong, 2006)I hypothesize that beliefs concerning one’s personality would play a role to display a large logo from a controversial brand. Provided that there are two types of implicit personalities: entity theorists -believe society uses brands to signal who they represent to others, and incremental theorists -draw situational inferences on why individuals use a brand(Park and John, 2017; Preißinger and Schoen, 2018).I predict that entity theorists, under lack of power would use a controversial brand large logo as a signal to others. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-29 2021-05-19 2021-06-29T00:00:00Z 2022-01-17T15:22:20Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/130994 TID:202770125 |
url |
http://hdl.handle.net/10362/130994 |
identifier_str_mv |
TID:202770125 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799138072501157888 |