The power of controversy: the effect of a standard controversy in consumer intentions
This work studies the impact of brand controversies on consumer perception, while analyzing if people with low levels of control may be more susceptiblet o be attracted by those brands, even when they do not have an opinion on the controversial topic. An experiment was undertaken in which participan...
| Autor principal: | |
|---|---|
| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2021
|
| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10362/123105 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/123105 |