The power of controversy: examining the role of conflict on consumer attitudes, evaluations, and purchase intentions

Today’s consumers want brands to engage in socio political topics. However, this can be offensive and cause personal conflict. This work hypothesizes that when consumers think about these conflicts, their evaluation, and intentions towards brands that take a stand differ. Additionally, it examines h...

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Bibliographic Details
Main Author: Steidle, Bianca (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Consumer behavior
Controversial brands
Conflict
Consumer evaluations
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/139080
Country:Portugal
Oai:oai:run.unl.pt:10362/139080

Internet

http://hdl.handle.net/10362/139080

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