Rodríguez Romero, Lucía2024-04-232024-04-232024-04-17https://hdl.handle.net/10115/32500Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Esther Alicia González ArnedoHow controversial advertising campaigns influence consumer perceptions and behaviors. Critical analysis of controversial advertising strategies employed by various brands and their impact on public opinion, ethics, and corporate social responsibility is also involved. The study examines specific cases of polarizing campaigns, their societal repercussions, and how companies can effectively manage these controversies to uphold their reputation and consumer trust.engmarketing controversiespolarizing campaignsconsumer perceptionsbrand reputationcorporate social responsibilityethicssocial impactsinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess