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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Bibliographic Details
Main Author: López, Ximena Lizárraga (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Consumer behavior
Controversial brands
Brand activism
Brand authenticity
Belief-driven consumers
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/144983
Country:Portugal
Oai:oai:run.unl.pt:10362/144983

Internet

http://hdl.handle.net/10362/144983

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