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The power of controversy: the impact of the products´ identity relevance on consumers- purchase intentions
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Orientador(es)
Resumo(s)
This study explores the impact of the identity relevance of the products sold by a brand on the
way consumers react when that brand takes a controversial stand. It examines whether the effect
on consumer purchase intentions is stronger for identity relevant than for identity irrelevant
product domains. Evidence did not support this theory. Nevertheless, regardless of the product,
consumer purchase intentions decreased when they disagree with the brand but did not change
when they agree. Engaging in controversy has potentially negative consequences. Therefore,
brands need to be acutely aware of consumers' opinions on the issues they want to address.
Descrição
Palavras-chave
Consumer behaviour Controversy Controversial brand Product domain Identity relevance Self-expression Purchase nItentions