How CSR claims in advertising affect children’s preferences and purchase intentions

Bibliographic Details
Main Author: Lemos, Carolina Perestrelo de
Publication Date: 2014
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/11785
Summary: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling How CSR claims in advertising affect children’s preferences and purchase intentionsAdvertisingCSRAttitude towards the adAttitude towards the productPurchase intentionA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis research project aims at studying the impact of the use of CSR claims in advertising towards children, by analyzing the impact of different executional cues of an advertisement created for this purpose. We measured the impact on the following independent variables: attitude towards the product and the advertisement, perceived healthiness of the product, package evaluation and purchase intention. An experiment was conducted with 193 children from 10 to 12 years old, controlling the individual variables related to environmental concern and previous social responsible behaviour of the child. Results showed significant correlations between the independent variables analyzed, and a negative impact in attitude towards the product caused by the introduction of two CSR claims in the case of girls. Moreover, the high level of environmental concern and participation of children was confirmed. Based on these results, some lines of actions are suggested.NSBE - UNLAgante, LuísaRUNLemos, Carolina Perestrelo de2014-03-21T18:54:44Z2014-012014-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/11785TID:201527235enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:15:44Zoai:run.unl.pt:10362/11785Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T16:46:55.279991Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv How CSR claims in advertising affect children’s preferences and purchase intentions
title How CSR claims in advertising affect children’s preferences and purchase intentions
spellingShingle How CSR claims in advertising affect children’s preferences and purchase intentions
Lemos, Carolina Perestrelo de
Advertising
CSR
Attitude towards the ad
Attitude towards the product
Purchase intention
title_short How CSR claims in advertising affect children’s preferences and purchase intentions
title_full How CSR claims in advertising affect children’s preferences and purchase intentions
title_fullStr How CSR claims in advertising affect children’s preferences and purchase intentions
title_full_unstemmed How CSR claims in advertising affect children’s preferences and purchase intentions
title_sort How CSR claims in advertising affect children’s preferences and purchase intentions
author Lemos, Carolina Perestrelo de
author_facet Lemos, Carolina Perestrelo de
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Lemos, Carolina Perestrelo de
dc.subject.por.fl_str_mv Advertising
CSR
Attitude towards the ad
Attitude towards the product
Purchase intention
topic Advertising
CSR
Attitude towards the ad
Attitude towards the product
Purchase intention
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2014
dc.date.none.fl_str_mv 2014-03-21T18:54:44Z
2014-01
2014-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/11785
TID:201527235
url http://hdl.handle.net/10362/11785
identifier_str_mv TID:201527235
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833596185196101632

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