Breaking Through the Clutter: The Role of Controversy in Enhancing Brand Attitude - the Case of Entel and Susy Diaz

DOI

10.2991/978-94-6463-254-5_26How to use a DOI?

Keywords

Advertising with controversial characters; brand attitude; buyer journey

Abstract

This article examines Peruvian consumers’ trust in controversial famous characters used in advertising by analyzing a series of Entel brand advertisements with a focus on the impact of Susy Diaz as a brand ambassador. The study found that Susy Diaz’s presence in Entel’s advertising generated a positive brand attitude due to her relatable and humorous portrayal, resulting in increased interest in purchasing Entel’s products and viewing more advertising from the brand. The study argues that controversial characters like Susy Diaz create a deeper and more long-lasting connection with consumers because they evoke emotional responses and positive associations in consumers’ minds, leading to a higher likelihood of them engaging with the brand and its products. Moreover, when executed appropriately, controversy in advertising can help break through the clutter of competing messages and gain consumers’ attention, resulting in greater brand recall. The study’s findings have important implications for marketers and advertisers seeking to connect with Peruvian consumers. By using relatable and humorous characters, brands can enhance their appeal and create a positive brand attitude among consumers, leading to increased sales and brand loyalty. However, it is important to balance the use of controversial characters with the brand’s overall image and messaging to avoid any negative associations. In conclusion, this study highlights the value of controversial characters in advertising and provides insights that can be applied by marketers seeking to improve their brand’s connection with consumers. The findings contribute to the broader discourse on effective advertising strategies and consumer behavior in emerging markets like Peru.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sebastian Cavero
AU  - Francisco Arbaiza
PY  - 2023
DA  - 2023/10/03
TI  - Breaking Through the Clutter: The Role of Controversy in Enhancing Brand Attitude - the Case of Entel and Susy Diaz
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
PB  - Atlantis Press
SP  - 259
EP  - 269
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-254-5_26
DO  - 10.2991/978-94-6463-254-5_26
ID  - Cavero2023
ER  -