Exploring how Generation Z perceive the brand image of brands utilizing controversial marketing in a South African context.

Abstract

Controversial marketing is a technique used by marketing professionals to create a “buzz” around the brand. As controversial marketing is regarded as a subjective phenomenon, scholars differ on what elements qualify advertisements to be considered controversial. The effectiveness of the technique is questioned as it often has major implications to brands and frequently damaging the brand image. Literature of how consumers from generation Z react when exposed to controversial advertisements are limited. This study addressed this problem by exploring how the brand image is perceived by generation Z when exposed to controversial advertisements, using a qualitative research approach. Data was collected through in-depth interviews to gain an in-depth understanding of how the brand image of brands using controversial marketing is perceived. This study focused specifically on the violence, racism and overtly sexual categories within controversial marketing. Print advertisements that met the criteria to be qualified as controversial, were used as tools to assist the researcher to meet the objectives of the study. It was found that the brand image of brands that utilize controversial marketing was negatively perceived by generation Z. Moreover, it was also found that consumers’ pre-existing attitudes had a major influence on how they react to controversial marketing. This study was conducted in a South African context, focusing on the generational cohort, Generation Z.