Does brand criticism impact consumer perception and intention? A study on McDonald’s brand

Abstract

This Dissertation found an interest in investigating the dynamics of Brand Criticism and its effects on individuals’ perceptions and intentions. It aims to uncover the factors that have allowed the multinational McDonald's to maintain its prominent position despite its challenges. By exploring the reasons behind its resilience and the ways in which it has successfully managed its Brand Image and conveyed an excellent Value Perception, this research aims to provide insights into McDonald's sustained dominance (Opait G., 2019) despite criticism. The research will also examine the moderating role of the Household Life Cycle in shaping the impact of Brand Criticism on Brand Image. It will investigate how individuals consider and weigh critics based on factors such as age and family circumstances, and how these factors influence their Purchase Intention. Qualitative research made of a survey with stimuli manipulation has been conducted to uncover the research questions and to confirm or reject the hypothesis. The results indicate a very small positive effect of Brand Criticism on Brand Image and a very slight positive non-significant relationship between Brand Criticism and Purchase Intention. Also, findings indicate that Brand Image does not act as a mediator or enhance the relationship between Brand Criticism and Purchase Intention. Moreover, we can say that the relationship between Brand Criticism and Brand Image is moderated by individuals' Household Life Cycles. These insights shed light on the complex interplay between Brand Criticism, Brand Image, and Consumer Behavior, providing valuable implications for brand management strategies.

Date of Award	26 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)