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The Power of Controversy, the Allure of Controversial Brands and People.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Power of Controversy, the Allure of Controversial Brands and People./
Author:	Goncalves, Rui Frederico Albasini.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	37 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-12, Section: B.
Contained By:	Dissertations Abstracts International83-12B.
Subject:	Artists. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29097805
ISBN:	9798819348918

The Power of Controversy, the Allure of Controversial Brands and People.
Goncalves, Rui Frederico Albasini.

The Power of Controversy, the Allure of Controversial Brands and People. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 37 p.

Source: Dissertations Abstracts International, Volume: 83-12, Section: B.

Thesis (M.M.)--Universidade NOVA de Lisboa (Portugal), 2021.

This item must not be sold to any third party vendors.

This research projects explores the effect of controversy on brand awareness. More in particular, it aims to understand how consumers perceive brands who engage in controversy, considering the different levels of each individual's personal sense of control. Initially we hypothesised that individuals experiencing low levels of control would be more attracted towards brands who engaged in controversy, and this would reflect in terms of immediate brand recall and recognition. However, the findings of this research did not confirm this theory, and in fact, they showed marginal evidence that it was the individuals experiencing high levels of control who were more attracted to controversial brands.

ISBN: 9798819348918Subjects--Topical Terms:

524768
Artists.

The Power of Controversy, the Allure of Controversial Brands and People.
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