The power of controversy: examining its links to status, personal power and purchase intentions

Detalhes bibliográficos
Autor(a) principal: Simões, Ana Lúcia Ferreira
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/123100
Resumo: This study investigates the effect between brand controversy, status signaling and personal sense of power. Particularly, i thypo thesizes that powerless individuals have higher purchase intention for controversial brands if the product being sold signals status. An online questionnaire with four scenarios manipulating status signaling products and brand controversy was conducted. The findings of this study provide insights that can help brands decide whether to engage in controversy depending on their product category and on their consumers’ sense of power.
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spelling The power of controversy: examining its links to status, personal power and purchase intentionsControversyStatus signalingConspicuous consumptionPersonal sense of powerDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study investigates the effect between brand controversy, status signaling and personal sense of power. Particularly, i thypo thesizes that powerless individuals have higher purchase intention for controversial brands if the product being sold signals status. An online questionnaire with four scenarios manipulating status signaling products and brand controversy was conducted. The findings of this study provide insights that can help brands decide whether to engage in controversy depending on their product category and on their consumers’ sense of power.Consiglio, IreneRUNSimões, Ana Lúcia Ferreira2024-01-04T01:30:27Z2021-01-122020-01-042021-01-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123100TID:202739023enginfo: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:RCAAP2024-05-22T17:55:17Zoai:run.unl.pt:10362/123100Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-05-22T17:55:17Repositório 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: examining its links to status, personal power and purchase intentions
title The power of controversy: examining its links to status, personal power and purchase intentions
spellingShingle The power of controversy: examining its links to status, personal power and purchase intentions
Simões, Ana Lúcia Ferreira
Controversy
Status signaling
Conspicuous consumption
Personal sense of power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The power of controversy: examining its links to status, personal power and purchase intentions
title_full The power of controversy: examining its links to status, personal power and purchase intentions
title_fullStr The power of controversy: examining its links to status, personal power and purchase intentions
title_full_unstemmed The power of controversy: examining its links to status, personal power and purchase intentions
title_sort The power of controversy: examining its links to status, personal power and purchase intentions
author Simões, Ana Lúcia Ferreira
author_facet Simões, Ana Lúcia Ferreira
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Simões, Ana Lúcia Ferreira
dc.subject.por.fl_str_mv Controversy
Status signaling
Conspicuous consumption
Personal sense of power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Controversy
Status signaling
Conspicuous consumption
Personal sense of power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This study investigates the effect between brand controversy, status signaling and personal sense of power. Particularly, i thypo thesizes that powerless individuals have higher purchase intention for controversial brands if the product being sold signals status. An online questionnaire with four scenarios manipulating status signaling products and brand controversy was conducted. The findings of this study provide insights that can help brands decide whether to engage in controversy depending on their product category and on their consumers’ sense of power.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-04
2021-01-12
2021-01-12T00:00:00Z
2024-01-04T01:30:27Z
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/10362/123100
TID:202739023
url http://hdl.handle.net/10362/123100
identifier_str_mv TID:202739023
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 mluisa.alvim@gmail.com
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