The influence of advertising controversy on purchasing intention: a case of luxurious fashion brand

Imanuddin Hasbi; Adrianza Putra; Mahir Pradana; Syahputra Syahputra; Tri Indra Wijaksana; Hariadi Ismail

doi:10.1117/12.3011440

19 December 2023 The influence of advertising controversy on purchasing intention: a case of luxurious fashion brand

Imanuddin Hasbi, Adrianza Putra, Mahir Pradana, Syahputra Syahputra, Tri Indra Wijaksana, Hariadi Ismail

Proceedings Volume 12936, International Conference on Mathematical and Statistical Physics, Computational Science, Education and Communication (ICMSCE 2023); 129360T (2023) https://doi.org/10.1117/12.3011440
Event: International Conference on Mathematical and Statistical Physics, Computational Science, Education and Communication (ICMSCE 2023), 2023, Istanbul, Turkey

Abstract

Controversial advertising has the potential to significantly impact consumer purchase intention, both positively and negatively. On one hand, controversial ads can generate attention, interest, and curiosity among consumers, leading to an increased likelihood of purchasing the advertised product. On the other hand, controversial ads may also offend or alienate some consumers, leading to decreased purchase intention and even brand boycotts. The impact of controversial advertising on purchase intention is complex and influenced by a range of factors, including the nature of the controversy, the target audience, and the overall marketing strategy of the brand. Ultimately, it is important for brands to approach controversial advertising with thoughtfulness and sensitivity, carefully considering the potential impacts on brand reputation and customer loyalty.

(2023) Published by SPIE. Downloading of the abstract is permitted for personal use only.

Citation Download Citation

Imanuddin Hasbi, Adrianza Putra, Mahir Pradana, Syahputra Syahputra, Tri Indra Wijaksana, and Hariadi Ismail "The influence of advertising controversy on purchasing intention: a case of luxurious fashion brand", Proc. SPIE 12936, International Conference on Mathematical and Statistical Physics, Computational Science, Education and Communication (ICMSCE 2023), 129360T (19 December 2023); https://doi.org/10.1117/12.3011440

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