The allure of controversial brands: preferences for larger logo sizes
In the subsequent research, I investigate factors that might play a role in people’s reactions to controversy. I propose that brands that take a stand on a controversial matter are perceived to take risks that could potentially damage its reputation. Which, in turn, leads controversial brands to sig...
| Autor principal: | |
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10362/130994 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/130994 |