Consiglio, IreneNegrão, Maria Teresa Baldaque da Silva Sotto Mayor2023-12-112023-12-112023-01-18http://hdl.handle.net/10362/161062This 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.engConsumer behaviourControversyControversial brandProduct domainIdentity relevanceSelf-expressionPurchase nItentionsmaster thesis203313755