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Between emotion and rejection: the consumer in the age of controversy

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Detalhes bibliográficos
Resumo:The growing saturation of the advertising environment is driving brands to adopt provocative strategies to capture audience attention. Although the use of controversial themes is effective in increasing awareness, it entails high reputational risks. This study analyses, through a literature review, the impact of controversial campaigns on consumers’ emotional reactions and ideological perceptions. The findings show that controversy can intensify emotional bonding or trigger profound rejection, depending on the alignment between brand values and those of its audiences. Moreover, the strategic management of controversy, grounded in authenticity and communicational coherence, is essential to transform risks into opportunities for differentiation and to build loyal brand communities.
Autores principais:Carvalho, Beatriz
Outros Autores:Simões, Jaqueline; Silva, Marcelo; Pereira, Miguel; Santos, Sara
Assunto:Controversial marketing Consumer perception Ideological alignment Brand reputation
Ano:2025
País:Portugal
Tipo de documento:documento de conferência
Tipo de acesso:acesso aberto
Instituição associada:Universidade Aberta
Idioma:inglês
Origem:Repositório Aberto da Universidade Aberta

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