Consiglio, IreneKramer, Julia2023-09-222023-09-222023-01-182023-01-18http://hdl.handle.net/10362/158114This 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.engConsumer behaviorControversySocio-political topicsBrand characteristicsWarmth vs. competencePersonal valuesmaster thesis203313747