The power of controversy - the effect of brand authenticity
Brands are increasingly touching on controversial issues and maintain a position in reaction, making it important to understand how consumers perceive and respond to these brands. But, what does consumers feel when brands take a public stand on controversial socio-political issues? How do they respo...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10362/144983 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/144983 |