Publicação
Brand controversy: an example based on United Colors of Benetton
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Consiglio, Irene | |
| dc.contributor.author | Cottini, Alice | |
| dc.date.accessioned | 2020-11-11T16:05:37Z | |
| dc.date.available | 2022-12-03T01:30:51Z | |
| dc.date.issued | 2020-01-23 | |
| dc.date.submitted | 2019-12-03 | |
| dc.description.abstract | This paper deeps dive in the concept of brand controversy. For this purpose, Ichose an Italianfashion brand,namelyUnited Colorsof Benetton.The aim is to find out to what extend a brand benefits from being perceived controversial.I used a convenience sample of 100 participants anddifferent adv. scenarios. Among other things, I tested the brand perception in relation to those scenarios. Based on the results, Iconcludethat one of the possible outcomesof a controversial brand is toenhance brand personalityand therefore buyers may be attracted from thebrandand buy its items. | pt_PT |
| dc.identifier.tid | 202495663 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/106938 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Brand | pt_PT |
| dc.subject | Advertisement | pt_PT |
| dc.subject | Controversy | pt_PT |
| dc.subject | Benetton | pt_PT |
| dc.title | Brand controversy: an example based on United Colors of Benetton | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| 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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