Publicação
The power of controversy: the role of conflict on consumers- willingness to pay
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Consiglio, Irene | |
| dc.contributor.author | Sá, Diogo Miguel Pereira | |
| dc.date.accessioned | 2022-05-26T17:45:43Z | |
| dc.date.available | 2022-05-26T17:45:43Z | |
| dc.date.issued | 2022-01-18 | |
| dc.date.submitted | 2021-12-17 | |
| dc.description.abstract | This study aims to understand the reasons behind some brands do not reap all the benefits from engaging in controversial topics. I hypothesized that controversial brands are perceived as more conflictual than non-controversial brands and that that conflict influenced the consumers’ willingness to pay. To test the hypothesis an experimental study was conducted in which the scenarios presented were chosen based on a pre-test experiment. Results supported both hypotheses. | pt_PT |
| dc.identifier.tid | 202974120 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/138712 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Consumer behavior | pt_PT |
| dc.subject | Controversial brands | pt_PT |
| dc.subject | Conflict | pt_PT |
| dc.subject | Willingness to pay | pt_PT |
| dc.title | The power of controversy: the role of conflict on consumers- willingness to pay | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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