Publicação
The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
| Resumo: | Taking a stand can lead to damaging effects for brands when consumers disagree with a brand’s position. This work hypothesizes that consumer disagreement with a brand’s position evokes negative emotions and a reduced consumer-brand identification leading to decreased brand trust. A spillover effect onto unrelated brand activities is investigated such that a brand’s CSR activities are perceived as less trustworthy and even as being greenwashing. The study showed that the negative consequences of taking a stand are more far-reaching than currently assumed in the literature. Thus, taking a stand is risky and brands should be more cautious. |
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| Autores principais: | Eberz, Hanna |
| Assunto: | Controversial brands Conflict Consumer behavior Controversy Brand trust Spillover effect Csr |
| 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: | Taking a stand can lead to damaging effects for brands when consumers disagree with a brand’s position. This work hypothesizes that consumer disagreement with a brand’s position evokes negative emotions and a reduced consumer-brand identification leading to decreased brand trust. A spillover effect onto unrelated brand activities is investigated such that a brand’s CSR activities are perceived as less trustworthy and even as being greenwashing. The study showed that the negative consequences of taking a stand are more far-reaching than currently assumed in the literature. Thus, taking a stand is risky and brands should be more cautious. |
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