Publicação
The power of controversy: the impact of the products´ identity relevance on consumers- purchase intentions
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Consiglio, Irene | |
| dc.contributor.author | Negrão, Maria Teresa Baldaque da Silva Sotto Mayor | |
| dc.date.accessioned | 2023-12-11T11:53:18Z | |
| dc.date.available | 2023-12-11T11:53:18Z | |
| dc.date.issued | 2023-01-18 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203313755 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/161062 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Consumer behaviour | pt_PT |
| dc.subject | Controversy | pt_PT |
| dc.subject | Controversial brand | pt_PT |
| dc.subject | Product domain | pt_PT |
| dc.subject | Identity relevance | pt_PT |
| dc.subject | Self-expression | pt_PT |
| dc.subject | Purchase nItentions | pt_PT |
| dc.title | The power of controversy: the impact of the products´ identity relevance on consumers- purchase intentions | 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 Master’s degree in Management from the Nova School of Business and Economics | pt_PT |
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