The allure of controversial brands: are controversial brands perceived as more authentic?
Autor(a) principal: | |
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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/10362/138049 |
Resumo: | This research aims to test the effects of controversy on consumers. Specifically, if powerless individuals view controversial brands as powerful and consume them to compensate for the low feelings of power. I researched the perception consumers have of controversial brands, whether they are perceived to be powerful or authentic. Furthermore, I investigate if the way the brand engages in the controversy, through action or statement affects the perception of commitment of the brand. Through an experimental study, two scenarios were presented to manipulate controversy and the results indicated support for the main theory, controversial brands are perceived as more powerful when compared to non-controversial brands. |
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The allure of controversial brands: are controversial brands perceived as more authentic?Consumer behaviorControversial brandsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis research aims to test the effects of controversy on consumers. Specifically, if powerless individuals view controversial brands as powerful and consume them to compensate for the low feelings of power. I researched the perception consumers have of controversial brands, whether they are perceived to be powerful or authentic. Furthermore, I investigate if the way the brand engages in the controversy, through action or statement affects the perception of commitment of the brand. Through an experimental study, two scenarios were presented to manipulate controversy and the results indicated support for the main theory, controversial brands are perceived as more powerful when compared to non-controversial brands.Consiglio, IreneRUNFerrão, Simone Gabriela Camacho2022-05-17T10:43:23Z2021-12-202021-05-212021-12-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/138049TID:202895173enginfo: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:RCAAP2024-03-11T05:15:23Zoai:run.unl.pt:10362/138049Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:48:56.226672Repositório 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: are controversial brands perceived as more authentic? |
title |
The allure of controversial brands: are controversial brands perceived as more authentic? |
spellingShingle |
The allure of controversial brands: are controversial brands perceived as more authentic? Ferrão, Simone Gabriela Camacho Consumer behavior Controversial brands Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The allure of controversial brands: are controversial brands perceived as more authentic? |
title_full |
The allure of controversial brands: are controversial brands perceived as more authentic? |
title_fullStr |
The allure of controversial brands: are controversial brands perceived as more authentic? |
title_full_unstemmed |
The allure of controversial brands: are controversial brands perceived as more authentic? |
title_sort |
The allure of controversial brands: are controversial brands perceived as more authentic? |
author |
Ferrão, Simone Gabriela Camacho |
author_facet |
Ferrão, Simone Gabriela Camacho |
author_role |
author |
dc.contributor.none.fl_str_mv |
Consiglio, Irene RUN |
dc.contributor.author.fl_str_mv |
Ferrão, Simone Gabriela Camacho |
dc.subject.por.fl_str_mv |
Consumer behavior Controversial brands Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Consumer behavior Controversial brands Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This research aims to test the effects of controversy on consumers. Specifically, if powerless individuals view controversial brands as powerful and consume them to compensate for the low feelings of power. I researched the perception consumers have of controversial brands, whether they are perceived to be powerful or authentic. Furthermore, I investigate if the way the brand engages in the controversy, through action or statement affects the perception of commitment of the brand. Through an experimental study, two scenarios were presented to manipulate controversy and the results indicated support for the main theory, controversial brands are perceived as more powerful when compared to non-controversial brands. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-20 2021-05-21 2021-12-20T00:00:00Z 2022-05-17T10:43:23Z |
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/10362/138049 TID:202895173 |
url |
http://hdl.handle.net/10362/138049 |
identifier_str_mv |
TID:202895173 |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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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 |
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