Replicating the Kaepernick Effect: The Power of Polarizing Frames to Make or Break Consumer Loyalty
This thesis evaluates the ways media frames influence attitude towards brands when the brand endorses a controversial celebrity spokesperson. This research was created with the intent to fill a current gap in communication research, providing original data and addressing the influence that external...
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Virginia Tech
2020
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| Online Access: | http://hdl.handle.net/10919/99296 |