The power of controversy: prestige and power perceptions for controvesial brands

This research assesses whether controversial brands are more risk-takers, powerful and leader-like than non-controversial. Moreover, it analyses whether controversy fuels perceptions of dominance or prestige, which in turn affect purchase intentions. Drawing from compensatory consumption theory, I p...

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Bibliographic Details
Main Author: Marchão, Rita Barros (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Consumer behavior
Controversial brands
Compensatory consumption
Prestige
Dominance
Personal power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/138688
Country:Portugal
Oai:oai:run.unl.pt:10362/138688

Internet

http://hdl.handle.net/10362/138688

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