The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing

Detalhes bibliográficos
Autor(a) principal: Eberz, Hanna
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/158104
Resumo: Taking a stand can lead to damaging effects for brands when consumers disagree with a brand’s position. This work hypothesizes that consumer disagreement with a brand’s position evokes negative emotions and a reduced consumer-brand identification leading to decreased brand trust. A spillover effect onto unrelated brand activities is investigated such that a brand’s CSR activities are perceived as less trustworthy and even as being greenwashing. The study showed that the negative consequences of taking a stand are more far-reaching than currently assumed in the literature. Thus, taking a stand is risky and brands should be more cautious.
id RCAP_8d78bcffb2fc420118d9a2f771635d91
oai_identifier_str oai:run.unl.pt:10362/158104
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashingControversial brandsConflictConsumer behaviorControversyBrand trustSpillover effectCsrDomínio/Área Científica::Ciências Sociais::Economia e GestãoTaking a stand can lead to damaging effects for brands when consumers disagree with a brand’s position. This work hypothesizes that consumer disagreement with a brand’s position evokes negative emotions and a reduced consumer-brand identification leading to decreased brand trust. A spillover effect onto unrelated brand activities is investigated such that a brand’s CSR activities are perceived as less trustworthy and even as being greenwashing. The study showed that the negative consequences of taking a stand are more far-reaching than currently assumed in the literature. Thus, taking a stand is risky and brands should be more cautious.Consiglio, IreneRUNEberz, Hanna2023-09-22T09:47:02Z2023-01-182023-01-182023-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/158104TID:203313992enginfo: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:RCAAP2024-03-11T05:40:23Zoai:run.unl.pt:10362/158104Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:59.175058Repositório 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 power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
title The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
spellingShingle The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
Eberz, Hanna
Controversial brands
Conflict
Consumer behavior
Controversy
Brand trust
Spillover effect
Csr
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
title_full The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
title_fullStr The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
title_full_unstemmed The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
title_sort The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
author Eberz, Hanna
author_facet Eberz, Hanna
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Eberz, Hanna
dc.subject.por.fl_str_mv Controversial brands
Conflict
Consumer behavior
Controversy
Brand trust
Spillover effect
Csr
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Controversial brands
Conflict
Consumer behavior
Controversy
Brand trust
Spillover effect
Csr
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Taking a stand can lead to damaging effects for brands when consumers disagree with a brand’s position. This work hypothesizes that consumer disagreement with a brand’s position evokes negative emotions and a reduced consumer-brand identification leading to decreased brand trust. A spillover effect onto unrelated brand activities is investigated such that a brand’s CSR activities are perceived as less trustworthy and even as being greenwashing. The study showed that the negative consequences of taking a stand are more far-reaching than currently assumed in the literature. Thus, taking a stand is risky and brands should be more cautious.
publishDate 2023
dc.date.none.fl_str_mv 2023-09-22T09:47:02Z
2023-01-18
2023-01-18
2023-01-18T00:00:00Z
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/10362/158104
TID:203313992
url http://hdl.handle.net/10362/158104
identifier_str_mv TID:203313992
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_ 1799138153083174912

Registros relacionados