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...

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Bibliographic Details
Main Author: Alves, Bernardo Gomes (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Power
Control
Controversy
Consumer behavior
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/123105
Country:Portugal
Oai:oai:run.unl.pt:10362/123105

Internet

http://hdl.handle.net/10362/123105

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