The power of controversy: authenticity and offensiveness perceptions

Consumers increasingly demand companies to take a stand on controversial socio-political debates, but the consequences of engaging in such controversies remain insufficiently documented. This research shows that controversy in brands leads to both increased offensiveness and decreased authenticity,...

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Bibliographic Details
Main Author: Limbeck, Miriam Muriel (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Consumer behavior
Controversial brands
Authenticity
Offensiveness
Controversy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/138776
Country:Portugal
Oai:oai:run.unl.pt:10362/138776

Internet

http://hdl.handle.net/10362/138776

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