Polarizing Brand Communication and Customer ResponseShow full item record
Title | Polarizing Brand Communication and Customer Response |
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Author | Keim, Ellen |
Date | 2017 |
Abstract | Brands are becoming more humanized and releasing statements or taking controversial actions. Since this is a new phenomenon, there is little information about how consumers respond to these brand actions. It has yet to be determined if these actions are good for a brand or detrimental. Primary research was conducted through a two-part experiment distributed on Qualtrics. Three main statistical analysis tests were conducted on IBM's SPSS to draw conclusions-- paired sample t-tests, correlations, and two-way ANOVAs. Polarizing statements from brands were found to have a negative impact on consumer affinity for a brand. Consumers would generally prefer brands to not make statements on socially charged issues. |
Link | https://repository.tcu.edu/handle/116099117/19830 |
Department | Marketing |
Advisor | Moncrief, William C. |
Additional Date(s) | 2017-05-19 |
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- Undergraduate Honors Papers [1362]
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