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The power of controversy: consumers- reactions to feminine and masculine brands
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Orientador(es)
Resumo(s)
The current research investigates the potential relationships between brand controversy, brand
power, brand personality and purchase intentions. Specifically, it examines if controversial
(vs. non-controversial) brands are perceived as more risk-takers and powerful, and if in turn
those perceptions affect brands with different personalities such that feminine (vs. masculine)
controversial brands are purchased less. Through an experimental study, where controversy
was manipulated, results showed that controversial brands are perceived as more risk-takers.
For the other hypotheses, no evidence of support was found.
Descrição
Palavras-chave
Consumer behavior Controversial brands Risk Brand power Feminine brand personality Masculine brand personality