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dc.contributor.authorJutila, Stine Holst
dc.contributor.authorEriksen, Silje Aasbakk
dc.date.accessioned2019-10-28T11:22:26Z
dc.date.available2019-10-28T11:22:26Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/11250/2624855
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019nb_NO
dc.description.abstractThis 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 on theory, five moderators (liking, severity, brand response, discrepancy, fit) were tested to reveal their impact on the outcome. Results found that a main effect did occur between brand response and brand image. Further, interaction effects were found between severity and brand response. The main implication from this study is that after a controversiality, a sponsor brand would benefit more from exiting the sponsorship than by staying. Results also show that a controversial behavior from the sponsor object will nevertheless result in more negative evaluations of the brand than before a controversiality. Additionally, even though the sponsor brand’s image was our main topic for the research questions, the study found several interesting results for attitude change towards the sponsor object’s image.nb_NO
dc.language.isoengnb_NO
dc.publisherHandelshøyskolen BInb_NO
dc.subjectmarkedsføringsledelsenb_NO
dc.subjectmarketing managementnb_NO
dc.subjectstrategisknb_NO
dc.subjectstrategicnb_NO
dc.titleCan controversial behavior be advantageous? The Effect a Sponsor Object’s Controversial Behavior in Social Media has on the Sponsor’s Brand Imagenb_NO
dc.typeMaster thesisnb_NO


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