The power of controversy - the role of competitiveness
It is becoming increasingly relevant for companies to take a stand on socio-political issues, because more and more consumers are basing their purchasing behavior on the principles of brands. The aim of this study is to determine what role personality-based competitiveness plays in the perception an...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10362/143231 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/143231 |