How CSR claims in advertising affect children’s preferences and purchase intentions

Detalhes bibliográficos
Autor(a) principal: Lemos, Carolina Perestrelo de
Data de Publicação: 2014
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/11785
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling How CSR claims in advertising affect children’s preferences and purchase intentionsAdvertisingCSRAttitude towards the adAttitude towards the productPurchase intentionA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis research project aims at studying the impact of the use of CSR claims in advertising towards children, by analyzing the impact of different executional cues of an advertisement created for this purpose. We measured the impact on the following independent variables: attitude towards the product and the advertisement, perceived healthiness of the product, package evaluation and purchase intention. An experiment was conducted with 193 children from 10 to 12 years old, controlling the individual variables related to environmental concern and previous social responsible behaviour of the child. Results showed significant correlations between the independent variables analyzed, and a negative impact in attitude towards the product caused by the introduction of two CSR claims in the case of girls. Moreover, the high level of environmental concern and participation of children was confirmed. Based on these results, some lines of actions are suggested.NSBE - UNLAgante, LuísaRUNLemos, Carolina Perestrelo de2014-03-21T18:54:44Z2014-012014-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/11785TID:201527235enginfo: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:RCAAP2024-03-11T03:46:26Zoai:run.unl.pt:10362/11785Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:20:32.138188Repositório 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 How CSR claims in advertising affect children’s preferences and purchase intentions
title How CSR claims in advertising affect children’s preferences and purchase intentions
spellingShingle How CSR claims in advertising affect children’s preferences and purchase intentions
Lemos, Carolina Perestrelo de
Advertising
CSR
Attitude towards the ad
Attitude towards the product
Purchase intention
title_short How CSR claims in advertising affect children’s preferences and purchase intentions
title_full How CSR claims in advertising affect children’s preferences and purchase intentions
title_fullStr How CSR claims in advertising affect children’s preferences and purchase intentions
title_full_unstemmed How CSR claims in advertising affect children’s preferences and purchase intentions
title_sort How CSR claims in advertising affect children’s preferences and purchase intentions
author Lemos, Carolina Perestrelo de
author_facet Lemos, Carolina Perestrelo de
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Lemos, Carolina Perestrelo de
dc.subject.por.fl_str_mv Advertising
CSR
Attitude towards the ad
Attitude towards the product
Purchase intention
topic Advertising
CSR
Attitude towards the ad
Attitude towards the product
Purchase intention
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2014
dc.date.none.fl_str_mv 2014-03-21T18:54:44Z
2014-01
2014-01-01T00:00:00Z
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/10362/11785
TID:201527235
url http://hdl.handle.net/10362/11785
identifier_str_mv TID:201527235
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.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
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
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