Publicação
The power of controversy: prestige and power perceptions for controvesial brands
| Resumo: | This research assesses whether controversial brands are more risk-takers, powerful and leader-like than non-controversial. Moreover, it analyses whether controversy fuels perceptions of dominance or prestige, which in turn affect purchase intentions. Drawing from compensatory consumption theory, I predict that powerless consumers show higher (vs. lower) purchase intentions from prestigious (vs. dominant) controversial brands. Through an experimental study, where controversy was manipulated, I showed that a controversial (vs. control) brand is more risk-taker, powerful and that it signals both prestige and dominance. Even though I found significant positive effects of prestige on purchase intentions, these were not moderated by personal power. |
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| Autores principais: | Marchão, Rita Barros |
| Assunto: | Consumer behavior Controversial brands Compensatory consumption Prestige Dominance Personal power |
| 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: | This research assesses whether controversial brands are more risk-takers, powerful and leader-like than non-controversial. Moreover, it analyses whether controversy fuels perceptions of dominance or prestige, which in turn affect purchase intentions. Drawing from compensatory consumption theory, I predict that powerless consumers show higher (vs. lower) purchase intentions from prestigious (vs. dominant) controversial brands. Through an experimental study, where controversy was manipulated, I showed that a controversial (vs. control) brand is more risk-taker, powerful and that it signals both prestige and dominance. Even though I found significant positive effects of prestige on purchase intentions, these were not moderated by personal power. |
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