Brand controversy: an example based on United Colors of Benetton

This paper deeps dive in the concept of brand controversy. For this purpose, Ichose an Italianfashion brand,namelyUnited Colorsof Benetton.The aim is to find out to what extend a brand benefits from being perceived controversial.I used a convenience sample of 100 participants anddifferent adv. scena...

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Bibliographic Details
Main Author: Cottini, Alice (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Brand
Advertisement
Controversy
Benetton
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/106938
Country:Portugal
Oai:oai:run.unl.pt:10362/106938
Description
Summary:This paper deeps dive in the concept of brand controversy. For this purpose, Ichose an Italianfashion brand,namelyUnited Colorsof Benetton.The aim is to find out to what extend a brand benefits from being perceived controversial.I used a convenience sample of 100 participants anddifferent adv. scenarios. Among other things, I tested the brand perception in relation to those scenarios. Based on the results, Iconcludethat one of the possible outcomesof a controversial brand is toenhance brand personalityand therefore buyers may be attracted from thebrandand buy its items.

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