Publicação
Should warm or competent brands take a stand
| Resumo: | This work project examines how brand characteristics (warmth vs. competence) lead consumers under the influence of personal values to expect certain brands to be actively involved in socio-political topics, but not all brands. Socio-political topics in this context include both controversial and non-controversial issues. The broad questions to answer are, "Which types of brands do consumers expect to take a stand on socio-political issues?" and "How do personal values influence consumer expectations on stance-taking?" Results of an online questionnaire suggest that consumers expect warm brand types to take a stand more, specifically in non-controversial scenarios, compared to competent brands. |
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| Autores principais: | Kramer, Julia |
| Assunto: | Consumer behavior Controversy Socio-political topics Brand characteristics Warmth vs. competence Personal values |
| Ano: | 2023 |
| 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: | This work project examines how brand characteristics (warmth vs. competence) lead consumers under the influence of personal values to expect certain brands to be actively involved in socio-political topics, but not all brands. Socio-political topics in this context include both controversial and non-controversial issues. The broad questions to answer are, "Which types of brands do consumers expect to take a stand on socio-political issues?" and "How do personal values influence consumer expectations on stance-taking?" Results of an online questionnaire suggest that consumers expect warm brand types to take a stand more, specifically in non-controversial scenarios, compared to competent brands. |
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