Taking a stand: regaining power by purchasing controversial brands

People want to escape theaversive state of powerlessness,asitmakes them feel out of control and induces negative effects. One waythrough which peopleresolvethe absenceof personal control iscompensatory consumption. This work theorizes that powerless individuals will consume more controversial brands...

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Bibliographic Details
Main Author: Gomes, Marta Carvalho (author)
Format: masterThesis
Language:eng
Published: 2020
Subjects:
Power
Compensatory consumption
Controversial brands
Brand risk-taking
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/104567
Country:Portugal
Oai:oai:run.unl.pt:10362/104567

Internet

http://hdl.handle.net/10362/104567

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