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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Detalhes bibliográficos
Autor principal: Marchão, Rita Barros (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2022
Assuntos:
Consumer behavior
Controversial brands
Compensatory consumption
Prestige
Dominance
Personal power
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10362/138688
País:Portugal
Oai:oai:run.unl.pt:10362/138688

Texto Completo

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

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