Publicação
The allure of controversial brands: the effect of consumers- power on purchase intentions
| Resumo: | Brands are more frequently engaging with controversial issues and clearly taking a stand on them, making it important to understand how consumers view and react to these brands. The present research focuses on analyzing if controversial brands are perceived as more powerful and risk-taking, and how this can lead to compensatory consumption, by assessing consumers’ purchase intentions. An online experiment was conducted, where participants were primed with low or high power followed by a manipulation of controversy. It was possible to infer that low-power individuals tend to have higher brand perceptions, even though the hypotheses were inconclusive. |
|---|---|
| Autores principais: | Martins, Joana Sofia Gil |
| Assunto: | Consumer behavior Controversial brands Compensatory consumption Power |
| Ano: | 2021 |
| 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 |
| _version_ | 1868414112265928704 |
|---|---|
| author | Martins, Joana Sofia Gil |
| author_facet | Martins, Joana Sofia Gil |
| author_role | author |
| contributor_name_str_mv | Consiglio, Irene RUN |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Martins, Joana Sofia Gil\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Consiglio, Irene RUN |
| datacite.creators.creator.creatorName.fl_str_mv | Martins, Joana Sofia Gil |
| datacite.date.Accepted.fl_str_mv | 2021-06-29T00:00:00Z |
| datacite.date.available.fl_str_mv | 2022-02-07T10:25:25Z |
| datacite.date.embargoed.fl_str_mv | 2022-02-07T10:25:25Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Consumer behavior Controversial brands Compensatory consumption Power |
| datacite.titles.title.fl_str_mv | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| dc.contributor.none.fl_str_mv | Consiglio, Irene RUN |
| dc.creator.none.fl_str_mv | Martins, Joana Sofia Gil |
| dc.date.Accepted.fl_str_mv | 2021-06-29T00:00:00Z |
| dc.date.available.fl_str_mv | 2022-02-07T10:25:25Z |
| dc.date.embargoed.fl_str_mv | 2022-02-07T10:25:25Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10362/132378 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Consumer behavior Controversial brands Compensatory consumption Power |
| dc.title.fl_str_mv | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | Brands are more frequently engaging with controversial issues and clearly taking a stand on them, making it important to understand how consumers view and react to these brands. The present research focuses on analyzing if controversial brands are perceived as more powerful and risk-taking, and how this can lead to compensatory consumption, by assessing consumers’ purchase intentions. An online experiment was conducted, where participants were primed with low or high power followed by a manipulation of controversy. It was possible to infer that low-power individuals tend to have higher brand perceptions, even though the hypotheses were inconclusive. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://run.unl.pt/bitstreams/fee47c87-778f-4ee2-8c2d-daf7708be25f/download |
| funding.funder.alternateName_str_mv | FCT |
| funding.funder.identifier_str_mv | http://doi.org/10.13039/501100001871 |
| funding.funder.name_str_mv | Fundação para a Ciência e a Tecnologia |
| funding.name_str_mv | 6817 - DCRRNI ID |
| id | run_f8564763810e1cf6e8178353ace5b7fb |
| identifier.url.fl_str_mv | http://hdl.handle.net/10362/132378 |
| instacron_str | unl |
| institution | Universidade Nova de Lisboa |
| instname_str | Universidade Nova de Lisboa |
| language | eng |
| network_acronym_str | run |
| network_name_str | Repositório Institucional da UNL |
| oai_identifier_str | oai:run.unl.pt:10362/132378 |
| organization_str_mv | urn:organizationAcronym:unl |
| person_str_mv | Martins, Joana Sofia Gil |
| publishDate | 2021 |
| reponame_str | Repositório Institucional da UNL |
| repository_id_str | urn:repositoryAcronym:run |
| service_str_mv | urn:repositoryAcronym:run |
| spelling | engpt_PTBrands are more frequently engaging with controversial issues and clearly taking a stand on them, making it important to understand how consumers view and react to these brands. The present research focuses on analyzing if controversial brands are perceived as more powerful and risk-taking, and how this can lead to compensatory consumption, by assessing consumers’ purchase intentions. An online experiment was conducted, where participants were primed with low or high power followed by a manipulation of controversy. It was possible to infer that low-power individuals tend to have higher brand perceptions, even though the hypotheses were inconclusive.application/pdfpt_PTThe allure of controversial brands: the effect of consumers- power on purchase intentionsMartins, Joana Sofia GilConsiglio, IreneHostingInstitutionOrganizationalRUNe-mailmailto:run@unl.ptrun@unl.ptURNurn:tid:2027693802022-02-07T10:25:25Z2021-06-292021-05-212021-06-29T00:00:00ZHandlehttp://hdl.handle.net/10362/132378http://purl.org/coar/access_right/c_abf2open accessConsumer behaviorControversial brandsCompensatory consumptionPower592914 bytesFundação para a Ciência e a TecnologiaNova School of Business and Economics6817 - DCRRNI IDCrossref Funder IDhttp://doi.org/10.13039/501100001871literaturehttp://purl.org/coar/resource_type/c_bdccmaster thesishttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://run.unl.pt/bitstreams/fee47c87-778f-4ee2-8c2d-daf7708be25f/download |
| spellingShingle | The allure of controversial brands: the effect of consumers- power on purchase intentions Martins, Joana Sofia Gil Consumer behavior Controversial brands Compensatory consumption Power |
| status | SINGLETON |
| subject.fl_str_mv | Consumer behavior Controversial brands Compensatory consumption Power |
| title | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| title_full | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| title_fullStr | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| title_full_unstemmed | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| title_short | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| title_sort | The allure of controversial brands: the effect of consumers- power on purchase intentions |
| topic | Consumer behavior Controversial brands Compensatory consumption Power |
| topic_facet | Consumer behavior Controversial brands Compensatory consumption Power |
| url | http://hdl.handle.net/10362/132378 |
| visible | 1 |