Publicação
Should warm or competent brands take a stand
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Consiglio, Irene | |
| dc.contributor.author | Kramer, Julia | |
| dc.date.accessioned | 2023-09-22T13:24:51Z | |
| dc.date.available | 2023-09-22T13:24:51Z | |
| dc.date.issued | 2023-01-18 | |
| dc.date.submitted | 2023-01-18 | |
| dc.description.abstract | This work project examines how brand characteristics (warmth vs. competence) lead consumers under the influence of personal values to expect certain brands to be actively involved in socio-political topics, but not all brands. Socio-political topics in this context include both controversial and non-controversial issues. The broad questions to answer are, "Which types of brands do consumers expect to take a stand on socio-political issues?" and "How do personal values influence consumer expectations on stance-taking?" Results of an online questionnaire suggest that consumers expect warm brand types to take a stand more, specifically in non-controversial scenarios, compared to competent brands. | pt_PT |
| dc.identifier.tid | 203313747 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/158114 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Consumer behavior | pt_PT |
| dc.subject | Controversy | pt_PT |
| dc.subject | Socio-political topics | pt_PT |
| dc.subject | Brand characteristics | pt_PT |
| dc.subject | Warmth vs. competence | pt_PT |
| dc.subject | Personal values | pt_PT |
| dc.title | Should warm or competent brands take a stand | 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 |