Browsing BI Open by Author "Eriksen, Silje Aasbakk"

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Can controversial behavior be advantageous? The Effect a Sponsor Object’s Controversial Behavior in Social Media has on the Sponsor’s Brand Image

Jutila, Stine Holst; Eriksen, Silje Aasbakk (Master thesis, 2019)

This study was conducted to investigate the effect a sponsor object’s controversial behavior in social media can have on the sponsor brand’s image. An experimental survey was conducted to examine the relationship. Based ...