Brand controversy: an example based on United Colors of Benetton

Detalhes bibliográficos
Autor(a) principal: Cottini, Alice
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/106938
Resumo: This paper deeps dive in the concept of brand controversy. For this purpose, Ichose an Italianfashion brand,namelyUnited Colorsof Benetton.The aim is to find out to what extend a brand benefits from being perceived controversial.I used a convenience sample of 100 participants anddifferent adv. scenarios. Among other things, I tested the brand perception in relation to those scenarios. Based on the results, Iconcludethat one of the possible outcomesof a controversial brand is toenhance brand personalityand therefore buyers may be attracted from thebrandand buy its items.
id RCAP_757c096806a3edad6d4a0ef9e4b2f0e0
oai_identifier_str oai:run.unl.pt:10362/106938
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Brand controversy: an example based on United Colors of BenettonBrandAdvertisementControversyBenettonDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis paper deeps dive in the concept of brand controversy. For this purpose, Ichose an Italianfashion brand,namelyUnited Colorsof Benetton.The aim is to find out to what extend a brand benefits from being perceived controversial.I used a convenience sample of 100 participants anddifferent adv. scenarios. Among other things, I tested the brand perception in relation to those scenarios. Based on the results, Iconcludethat one of the possible outcomesof a controversial brand is toenhance brand personalityand therefore buyers may be attracted from thebrandand buy its items.Consiglio, IreneRUNCottini, Alice2022-12-03T01:30:51Z2020-01-232019-12-032020-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/106938TID:202495663enginfo: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:RCAAP2024-03-11T04:51:42Zoai:run.unl.pt:10362/106938Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:49.483579Repositório 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 Brand controversy: an example based on United Colors of Benetton
title Brand controversy: an example based on United Colors of Benetton
spellingShingle Brand controversy: an example based on United Colors of Benetton
Cottini, Alice
Brand
Advertisement
Controversy
Benetton
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Brand controversy: an example based on United Colors of Benetton
title_full Brand controversy: an example based on United Colors of Benetton
title_fullStr Brand controversy: an example based on United Colors of Benetton
title_full_unstemmed Brand controversy: an example based on United Colors of Benetton
title_sort Brand controversy: an example based on United Colors of Benetton
author Cottini, Alice
author_facet Cottini, Alice
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Cottini, Alice
dc.subject.por.fl_str_mv Brand
Advertisement
Controversy
Benetton
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand
Advertisement
Controversy
Benetton
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This paper deeps dive in the concept of brand controversy. For this purpose, Ichose an Italianfashion brand,namelyUnited Colorsof Benetton.The aim is to find out to what extend a brand benefits from being perceived controversial.I used a convenience sample of 100 participants anddifferent adv. scenarios. Among other things, I tested the brand perception in relation to those scenarios. Based on the results, Iconcludethat one of the possible outcomesof a controversial brand is toenhance brand personalityand therefore buyers may be attracted from thebrandand buy its items.
publishDate 2019
dc.date.none.fl_str_mv 2019-12-03
2020-01-23
2020-01-23T00:00:00Z
2022-12-03T01:30:51Z
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/10362/106938
TID:202495663
url http://hdl.handle.net/10362/106938
identifier_str_mv TID:202495663
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_ 1799138022152732672

Registros relacionados