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The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing

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Bibliographic Details
Summary: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.
Main Authors:Eberz, Hanna
Subject:Controversial brands Conflict Consumer behavior Controversy Brand trust Spillover effect Csr
Year:2023
Country:Portugal
Document type:master thesis
Access type:open access
Associated institution:Universidade Nova de Lisboa
Language:English
Origin:Repositório Institucional da UNL

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