التفاصيل البيبلوغرافية
| العنوان: |
The allure of controversial brands: do controversial brands promote personal agency? |
| المؤلفون: |
Pereira, Catarina Pedro De Albuquerque |
| المساهمون: |
Consiglio, Irene, RUN |
| سنة النشر: |
2021 |
| مصطلحات موضوعية: |
Consumer behavior, Controversial brands, Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
| الوصف: |
One’s own perception of agency can be an empowering sensation. When sense of agency feels low, individuals may turn to secondary entities to restore it. The following work poses that Individuals with a low sense of Agency are more attracted to controversial brands, as these signal power and as a means to restore agency. Furthermore, that controversial brands are empowering to consumers with low sense of agency. An experimental study where control and controversy were manipulated via two scenarios each, concluded that there is no evidence to support the main hypothesis. Nonetheless, this research opens possibilities for future work. |
| Contents Note: |
TID:202964043 |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| الاتاحة: |
http://hdl.handle.net/10362/138135 |
| Rights: |
open access |
| رقم الانضمام: |
rcaap.com.unl.run.unl.pt.10362.138135 |
| قاعدة البيانات: |
RCAAP |