Exploring generational differences in consumer responses to brand representatives' political views

Abstract

This study is about the influence of brand representatives9 political statements and opinions on brand image and consumer behavior of different generations. For this research, the example of Theo Müller, owner of the brand <Müller=, and the leader of the German party <Alternative for Germany= (AfD), Alice Weidel were chosen. Their friendship created uproar in German newspapers in the end of 2023. In the beginning of 2024, Theo Müller gave a Swiss newspaper, Neue Züricher Zeitung, an interview stating that he and Alice Weidel are friends and meet privately on a regular basis. To examine the influence of political views on consumer behavior and brand image of different generations, an exploratory research design was chosen. Three expert interviews were conducted and used as the basis for an online survey. This thesis includes a literature review of relevant theories and models related to the topic including corporate social responsibility (CSR) and corporate social advocacy (CSA), as well as consumer behavior, brand image and perception. Additionally, background information on the generations in Germany and events that impacted them is provided. As this dissertation is part of the fulfilment of the MSc in Management with Specialization in Strategic Marketing, the research was limited in terms of time and resources.

Date of Award	30 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Moreira da Cruz (Supervisor)