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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| Format: | masterThesis |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10362/106938 |
| Country: | Portugal |
| Oai: | oai:run.unl.pt:10362/106938 |