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Brand personality and provocative crisis communication : a case study on True Fruits

datacite.subject.fosCiências Sociais::Ciências da Comunicaçãopt_PT
dc.contributor.advisorVictorino, Mariana Hidalgo Barata Martins
dc.contributor.authorNeumaier, Alexandra
dc.date.accessioned2022-03-22T14:30:52Z
dc.date.available2022-11-15T01:30:28Z
dc.date.issued2022-01-25
dc.date.submitted2021-11
dc.description.abstractProvocation is a commonly used strategy in advertising to get a target group’s attention. Recently, communication practitioners have observed that some brands implemented a provocative approach to crisis communication. However, little is known about the effectiveness of this type of strategy, and its consequences for a brand’s reputation. This dissertation explored this phenomenon through a scientific case study on the German smoothie brand true fruits, which repeatedly implemented a provocative crisis communication strategy in the past. The aim of this research is to explore consequences, risks, and opportunities through a comprehensive literature review on relevant theories and a methodological case study approach, which combined several methods. Notions from the fields of relationship theory, brand personality research, provocative communication, and crisis communication were reviewed and combined to establish a theoretical framework and relevant concepts were identified. The case of true fruits was investigated through the methods documentation, survey interviews with consumers, and interviews with industry professionals. After establishing the context of this case, the data collection and analysis was conducted. Through this, the relationships and relevancy between each concept was explored. By doing so, the dissertation identified several relevant success and risk factors, which can serve as a basis for future research and go into consideration for the communication planning process, such as brand personality, brand relationship quality, polarization, anti-brand activism, and duration of execution time.pt_PT
dc.identifier.tid202950417pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.14/37116
dc.language.isoengpt_PT
dc.subjectProvocationpt_PT
dc.subjectCrisis communicationpt_PT
dc.subjectBrand personalitypt_PT
dc.subjectRelationship theorypt_PT
dc.subjectCommunication strategypt_PT
dc.subjectAnti-brand activismpt_PT
dc.subjectCase study researchpt_PT
dc.titleBrand personality and provocative crisis communication : a case study on True Fruitspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Ciências da Comunicaçãopt_PT

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