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The power of controversy: examining its links to status, personal power and purchase intentions
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Resumo(s)
This study investigates the effect between brand controversy, status signaling and personal sense of power. Particularly, i thypo thesizes that powerless individuals have higher purchase intention for controversial brands if the product being sold signals status. An online questionnaire with four scenarios manipulating status signaling products and brand controversy was conducted. The findings of this study provide insights that can help brands decide whether to engage in controversy depending on their product category and on their consumers’ sense of power.
Descrição
Palavras-chave
Controversy Status signaling Conspicuous consumption Personal sense of power