Activist Brands: Exploring the Boundaries of Controversy

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Author(s): Fabio Shimabukuro Sandes (Universidade Lusófona, Portugal)
Copyright: 2024
Pages: 11
Source title: Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
Source Author(s)/Editor(s): Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal), Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)and José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8984-0.ch008

Keywords: Business & Management / Business Science Reference / Corporate Social Responsibility / Marketing

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Abstract

Recent events triggered consumer outrage towards brands taking a stand on controversial matters. However, the response to low controversial topics marketing's definition of controversy requires an understanding of consumers' subjective perceptions shaped by cognitive processes, emotions, experiences, and cultural backgrounds. Subjectivity influences consumer behavior, while cognitive processing facilitates information comprehension. An experimental study using controversy level and brand presence as independent variables and consumer perceptions as dependent variables revealed that consumers associate branded content with irritation. A statistically significant interaction indicated that controversial topics are perceived as more disturbing with brand presence, while noncontroversial topics are more disturbing without a brand.

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Activist Brands: Exploring the Boundaries of Controversy

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