Assessing how knowledge about brand-related conflicts impacts consumer behaviour, purchase decision making, and attitudes towards a brand

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bachelor_Saarinen_Siru_2025.pdf (1.42 MB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Mikkelin kampus

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Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

47 + 8

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Abstract

The main objectives of this study were to explore how consumer awareness of brand-related conflicts influences consumer behavior purchase decision-making, and attitudes toward brands. Online survey was conducted to explore the effects of controversial brand messaging on trust, emotional alignment, and willingness to purchase. Regression analysis and analysis of variance were conducted. Findings indicated that exposure to brand-related conflict significantly decreases consumer trust, positive brand emotions, and alignment with personal values, ultimately reducing purchase intent. It was found that attitude change plays a central role in how brand conflicts impact consumer behavior. These results underscore the importance of transparent and value-aligned brand communication strategies, particularly in the era of social media. With the rise of social media and increasing consumer sensitivity to corporate responsibility and ethics, brands face heightened scrutiny. Value-based crises, ethical and social, can rapidly influence public perception and behavior. Despite growing literature on brand crises, the extent to which conflict awareness affects consumer attitudes and purchase intent remains unexplored. This research addresses this gap by examining the cognitive and emotional responses consumers have towards brands involved in controversial situations.

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Thesis advisor

Mota, Marcio

Keywords

consumer behavior, brand crisis, purchase decision making, attitudes towards brands

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https://urn.fi/URN:NBN:fi:aalto-202505113552

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[kand] Kauppakorkeakoulu / BIZ (Open Access)