The power of controversy: the role of conflict on consumers- willingness to pay
This study aims to understand the reasons behind some brands do not reap all the benefits from engaging in controversial topics. I hypothesized that controversial brands are perceived as more conflictual than non-controversial brands and that that conflict influenced the consumers’ willingness to pa...
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| Format: | masterThesis |
| Language: | eng |
| Published: |
2022
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| Online Access: | http://hdl.handle.net/10362/138712 |
| Country: | Portugal |
| Oai: | oai:run.unl.pt:10362/138712 |