Publicação
The power of controversy - the effect of brand authenticity
| Resumo: | Brands are increasingly touching on controversial issues and maintain a position in reaction, making it important to understand how consumers perceive and respond to these brands. But, what does consumers feel when brands take a public stand on controversial socio-political issues? How do they respond to these actions? Do they perceive them as authentic? In this work project I ran an experiment involving a fictional brand and its level of commitment to a socio-political controversial issue (brand activism commitment). Results showed brand activism commitment has a positive effect on perceived brand authenticity. This effect of brand activism commitment holds also for consumers’ purchase intentions. In summary, higher commitment induces higher perceived authenticity, which leads to a higher purchase intention. |
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| Autores principais: | López, Ximena Lizárraga |
| Assunto: | Consumer behavior Controversial brands Brand activism Brand authenticity Belief-driven consumers |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Brands are increasingly touching on controversial issues and maintain a position in reaction, making it important to understand how consumers perceive and respond to these brands. But, what does consumers feel when brands take a public stand on controversial socio-political issues? How do they respond to these actions? Do they perceive them as authentic? In this work project I ran an experiment involving a fictional brand and its level of commitment to a socio-political controversial issue (brand activism commitment). Results showed brand activism commitment has a positive effect on perceived brand authenticity. This effect of brand activism commitment holds also for consumers’ purchase intentions. In summary, higher commitment induces higher perceived authenticity, which leads to a higher purchase intention. |
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