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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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10362/139080 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/139080 |