The allure of controversial brands: the effect of consumers- power on purchase intentions

Detalhes bibliográficos
Autor(a) principal: Martins, Joana Sofia Gil
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/10362/132378
Resumo: Brands are more frequently engaging with controversial issues and clearly taking a stand on them, making it important to understand how consumers view and react to these brands. The present research focuses on analyzing if controversial brands are perceived as more powerful and risk-taking, and how this can lead to compensatory consumption, by assessing consumers’ purchase intentions. An online experiment was conducted, where participants were primed with low or high power followed by a manipulation of controversy. It was possible to infer that low-power individuals tend to have higher brand perceptions, even though the hypotheses were inconclusive.
id RCAP_f8564763810e1cf6e8178353ace5b7fb
oai_identifier_str oai:run.unl.pt:10362/132378
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling The allure of controversial brands: the effect of consumers- power on purchase intentionsConsumer behaviorControversial brandsCompensatory consumptionPowerDomínio/Área Científica::Ciências Sociais::Economia e GestãoBrands are more frequently engaging with controversial issues and clearly taking a stand on them, making it important to understand how consumers view and react to these brands. The present research focuses on analyzing if controversial brands are perceived as more powerful and risk-taking, and how this can lead to compensatory consumption, by assessing consumers’ purchase intentions. An online experiment was conducted, where participants were primed with low or high power followed by a manipulation of controversy. It was possible to infer that low-power individuals tend to have higher brand perceptions, even though the hypotheses were inconclusive.Consiglio, IreneRUNMartins, Joana Sofia Gil2022-02-07T10:25:25Z2021-06-292021-05-212021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132378TID:202769380enginfo: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:RCAAP2024-03-11T05:10:59Zoai:run.unl.pt:10362/132378Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:25.587940Repositório 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: the effect of consumers- power on purchase intentions
title The allure of controversial brands: the effect of consumers- power on purchase intentions
spellingShingle The allure of controversial brands: the effect of consumers- power on purchase intentions
Martins, Joana Sofia Gil
Consumer behavior
Controversial brands
Compensatory consumption
Power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The allure of controversial brands: the effect of consumers- power on purchase intentions
title_full The allure of controversial brands: the effect of consumers- power on purchase intentions
title_fullStr The allure of controversial brands: the effect of consumers- power on purchase intentions
title_full_unstemmed The allure of controversial brands: the effect of consumers- power on purchase intentions
title_sort The allure of controversial brands: the effect of consumers- power on purchase intentions
author Martins, Joana Sofia Gil
author_facet Martins, Joana Sofia Gil
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Martins, Joana Sofia Gil
dc.subject.por.fl_str_mv Consumer behavior
Controversial brands
Compensatory consumption
Power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Controversial brands
Compensatory consumption
Power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Brands are more frequently engaging with controversial issues and clearly taking a stand on them, making it important to understand how consumers view and react to these brands. The present research focuses on analyzing if controversial brands are perceived as more powerful and risk-taking, and how this can lead to compensatory consumption, by assessing consumers’ purchase intentions. An online experiment was conducted, where participants were primed with low or high power followed by a manipulation of controversy. It was possible to infer that low-power individuals tend to have higher brand perceptions, even though the hypotheses were inconclusive.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-29
2021-05-21
2021-06-29T00:00:00Z
2022-02-07T10:25:25Z
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/10362/132378
TID:202769380
url http://hdl.handle.net/10362/132378
identifier_str_mv TID:202769380
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_ 1799138077362356224

Registros relacionados