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The Impact of Social and Political Issues on Brand Reputation in Brand Activism: A
Comparative Analysis of the Pepsi Ad with Kendall Jenner and the Dolce & Gabbana Ad
Campaign in China.
Emily Junginger
International Corporate Communication, Hochschule Neu-Ulm, Neu-Ulm, Germany
Prof. Wilke Hammerschmidt
Branding Seminar (SS 23)
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Abstract
Brand activism has gained significant attention as social and political issues increasingly intersect
with brand reputation. This paper examines the impact of brand activism on brand reputation and
consumer responses, with a focus on the role of cultural sensitivity and authenticity. Through a
comparative analysis of two high-profile ad campaigns—the Pepsi ad featuring Kendall Jenner and
the Dolce & Gabbana ad campaign in China—the controversies surrounding these campaigns and the
cultural variables contributing to the scandals are explored. The findings highlight the importance of
cultural sensitivity and authenticity in brand activism efforts. Brands must recognize the significance
of cultural context, values, and beliefs in shaping consumer attitudes and purchase intentions. By
prioritizing cultural intelligence and genuine engagement, brands can establish meaningful
connections, nurture positive customer experiences, and effectively navigate diverse cultural
landscapes.
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Table of contents
1. Introduction ………………………………………………………………………...….…… 05-06
1.1 Presentation of the problem ……………………………………………………………….…… 06
1.2 Aim ………………………………………………………………………………………..…… 07
2. Theoretical framework …………………………………………..……………………….…… 08
2.1 Social and political issues influencing brand activism …………..……………….……….…… 08
2.2 Impact of brand activism on brand reputation ……………………………..………….…… 08-09
2.3 Brand overview: Pepsi and Dolce & Gabbana ………………………..……………….…… 09-10
2.4 Social and political values – America and China ………………..…………..…..…….…… 10-11
3. Methodology ……………………………………………………………………………....…… 12
4. Comparative analysis of both cultures …………………………………….………...…… 13-14
4.1 Content analysis of media coverage and social media reactions ……………..………..……14-18
5. Results ……………………………………………………………………………….…….…… 19
5.1 Discussion ………………………………………………………..……………………….…… 20
5.2 Conclusion ……………………………………………………………..………………….…… 21
6. References ……………………………………………………………..……………….…… 22-24
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1. Introduction
Brand activism has emerged as a significant phenomenon in recent years, reflecting the increasing
intersection between social and political issues and the reputation of brands (Van Ham, 2002). In
today's hyper-connected world, "many stakeholders now expect firms to demonstrate their values by
expressing public support for or opposition to one side of a partisan sociopolitical issue, a
phenomenon the authors call "corporate sociopolitical activism" (CSA)." (Bhagwat, Y. 2020)
However, the effectiveness of brand activism in building a brand reputation can vary greatly
depending on the cultural context in which it is employed (Craddock, J., et al.., 2018)
Social and political issues encompass various topics, including human rights, environmental
sustainability, diversity and inclusion, labor practices, and political controversies. These issues
resonate deeply with consumers, who increasingly use their purchasing power to support brands that
align with their values and beliefs (Momen et al., 2021; Robinson, 2022). Consequently, a brand's
position on social and political matters can profoundly impact its reputation and bottom line (Momen
et al., 2021; Hashim et al., 2019).
In this research paper, brand activism refers to the strategic efforts by companies to promote or
support a particular cause, often leveraging their influence, resources, and marketing platforms to
drive social change. Through brand activism, companies aim to connect with consumers deeper,
demonstrate their commitment to political and societal issues, and differentiate themselves from
competitors (King & Soule, 2007; Sprott et al., 2009).
The impact of social and political issues on brand reputation has been magnified by the rise of social
media and digital platforms (Di Domenico et al., 2021). Consumers now have unprecedented access
to information and are quick to share their opinions, experiences, and grievances online. Brands are
constantly under scrutiny, and their actions, or lack thereof, are scrutinized and amplified by the
public. A misstep in addressing social or political issues can result in swift and widespread negative
attention, potentially damaging the brand's reputation and leading to boycotts or loss of customer
loyalty (Jungblut et al.., 2021).
This academic paper conducts a comparative analysis of two major ad campaigns: the Pepsi ad
featuring Kendall Jenner in the USA and the Dolce & Gabbana ad campaign in China. This study
highlights the significance of cultural sensitivity and authenticity in brand activism efforts by
examining the controversies surrounding these campaigns and the cultural variables contributing to
the scandals. Additionally, it seeks to provide insights to help brands design more effective methods
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of engaging consumers by considering the underlying cultural values and beliefs that influence
consumer reactions to such advertisements.
To establish a theoretical foundation, this paper begins by exploring the influence of social and
political issues on brand activism, the impact of brand activism on brand reputation, as well as an
overview of the two cultures and brands. Furthermore, it delves into the social and political values of
the two cultures under examination, supported by a detailed comparative analysis that includes a
content analysis of media coverage and social media reactions. This empirical approach aims to
strengthen the theoretical framework of the paper.
1.1 Presentation of the problem
International brands operating across diverse cultural and political landscapes often encounter
unique challenges when engaging in brand activism (Doh et al.., 2006). While brand activism can be
a powerful tool for connecting with consumers and driving positive change, it can pose significant
risks for global brands. The complexities arise from navigating varying social, political, and cultural
contexts, where the interpretation and reception of activism initiatives can differ widely (Wagemans
et al., 2018). These challenges can stem from conflicting values, divergent societal norms, political
sensitivities, and potential "unintended" consequences. As a result, international brands must
approach brand activism with caution and a deep understanding of the factors involved to effectively
manage potential problems and maintain a positive brand reputation.
There needs to be a greater understanding of how brands can navigate cultural nuances while
effectively engaging in brand activism. Moreover, there is a lack of research that systematically
analyzes the role of cultural sensitivity and authenticity in brand activism efforts, specifically
concerning the impact on brand reputation and consumer responses. The paper contributes to
understanding how cultural nuances influence the effectiveness of brand activism campaigns.
Analyzing case studies from different cultural contexts sheds light on the cultural-specific factors that
brands need to consider when developing and implementing their brand activism strategies.
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1.2 Aim
While consumers in Western countries such as the United States generally respond positively
to brands that engage in social issue advocacy, other cultures, such as China, may exhibit a more
skeptical attitude towards overtly political or social activism by brands (Mimoun, L.). This paper aims
to explore the impact of brand activism on brand reputation and consumer responses, explicitly
focusing on the cultural sensitivity and authenticity required for successful advertising campaigns.
Therefore, this research paper aims to address the research question: "To what extent do
cultural sensitivity and authenticity influence consumer attitudes and purchase intentions in brand
activism campaigns?". By focusing on a comparative analysis of two high-profile ad campaigns—the
Pepsi ad featuring Kendall Jenner and the Dolce & Gabbana ad campaign in China—, we seek to
examine the controversies surrounding these campaigns and the specific cultural variables that
contributed to the scandals, consequently impacting brand reputation.
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2. Theoretical framework
2.1 Social and political issues influencing brand activism
Brand activism is influenced by a range of social and political issues that shape the motivations
and actions of companies in aligning their brands with social and political causes. This paper focuses
on racial and social justice as the key influencing issues on brand activism.
1. Racial and social justice: Issues related to racial inequality, social justice, and diversity have
gained significant attention in recent years. Brands have felt the pressure to take a stance on
these issues, support marginalized communities, and promote inclusivity through their
actions, messaging, and corporate practices (Thompson, N., 2020)
These social and political issues represent a broad spectrum of concerns that shape brand
activism efforts. Companies recognize the importance of aligning their brands with these issues to
resonate with their target audience, demonstrate corporate social responsibility, and enhance their
brand reputation (Islam et al., 2021). However, navigating brand activism requires careful
consideration of the specific issue, cultural context, and authenticity to avoid potential backlash or
accusations of "woke-washing" (superficial support for social causes without substantive action)
(Moorman, 2020).
2.2 Impact of brand activism on brand reputation
Before diving into the impacts brand activism has on brand reputation these two strategies
will be defined for this study.
Brand activism: “Brand activism is an increasingly popular corporate practice in which
companies voluntarily take a stance on what they think is “good” for society and then make
corresponding public statements and, occasionally, adapt their operations in ways that support their
chosen social causes” (Craddok et al.., 2018)
Brand reputation: Brand reputation is the perception and evaluation of a brand by various
stakeholders, including customers, employees, competitors, and the general public. It encompasses
the overall estimation and credibility of a brand based on its actions, performance, and fulfillment of
promises (Shin et al. 2019; Mahmood & Bashir, 2020)
Brand activism significantly impacts brand reputation, both positively and negatively. When
brands authentically embrace brand activism and align their actions with social or political causes
that resonate with their target audience, it can produce a positive consumer perception (Mirzaei et al.,
2022). This positive perception enhances brand reputation, fosters trust, and cultivates customer
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loyalty (Mirzaei et al., 2022). As a result, brands that engage in meaningful brand activism can
differentiate themselves from competitors and gain a competitive advantage (Moorman, 2020). By
showcasing their values, ethics, and commitment to social change, these brands establish a unique
positioning in the market, attracting socially conscious consumers who prioritize brands that go
beyond profit-making (Saul, J., 2010; ChatGPT, 2023)
Effective brand activism campaigns often generate significant media coverage and social
media attention, expanding brand visibility and reach. By associating their brand with social or
political causes, brands can capture the interest of a wider audience, potentially reaching
demographics that were not their primary target (Saul, J., 2010; Khamis et al., 2016). This increased
visibility can lead to brand exposure, heightened reach, and potential new customer acquisition (Saul,
J., 2010; Khamis et al., 2016).
However, brand activism is not without risks. Brands that engage in superficial or inauthentic
activism without taking meaningful action face the potential of public backlash (Moorman, 2020).
Consumers and stakeholders can perceive such actions as "woke-washing" or opportunistic attempts
to capitalize on social issues for commercial gain (Key et al., 2021; Mirzaei et al., 2022). This can
result in a damaged brand reputation, loss of trust, and negative publicity (Key et al., 2021).
Additionally, taking a stance on social or political issues can polarize consumer opinions, potentially
alienating a portion of the customer base who hold different views or prioritize different issues
(Mirzaei et al., 2022). This can be especially true for international companies, which will be discussed
further in Chapter 4—comparative analysis.
2.3 Brand overview: Pepsi and Dolce & Gabbana
Pepsi:
PepsiCo, commonly known as Pepsi, is a multinational beverage and snack company that has
established itself as one of the world's leading consumer goods corporations. Founded in 1965
through the merger of Pepsi-Cola and Frito-Lay, PepsiCo has grown into a global powerhouse with
a diverse portfolio of well-known brands. The company's success can be attributed to its strong focus
on innovation, marketing prowess, and strategic acquisitions (ChatGPT, 2023). With a wide range of
products, including carbonated soft drinks, juices, snacks, and sports drinks, PepsiCo has managed to
capture the attention and loyalty of consumers across the globe. Furthermore, the company's
commitment to sustainability and corporate social responsibility has earned it a positive reputation in
the industry. PepsiCo continues to thrive as it adapts to evolving consumer preferences and embraces
new opportunities in the ever-changing marketplace (Kimmel, A. J. 2010; Pepsi).
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The company has recognized that today's consumers are increasingly drawn to brands that
take a stance on important issues and actively contribute to positive change. PepsiCo has engaged in
various initiatives and campaigns that promote inclusivity, sustainability, and community
empowerment. For instance, they have committed to reducing their environmental impact through
initiatives like sustainable sourcing of ingredients and packaging (Kimmel, A. J. 2010; Pepsi).
Additionally, PepsiCo has supported social causes, such as promoting diversity and inclusion through
partnerships and campaigns. However, it is essential to note that the extent and specific approaches
to brand activism may vary across different products and regions, as PepsiCo operates in diverse
markets worldwide.
Dolce & Gabbana:
Dolce & Gabbana, founded by Domenico Dolce and Stefano Gabbana in 1985, is a prominent
luxury fashion brand renowned for its exquisite designs, craftsmanship, and Italian heritage. The
company has established itself as a symbol of opulence and sophistication, catering to discerning
consumers around the globe (ChatGPT, 2023; Dolce & Gabbana). Dolce & Gabbana's distinctive
style combines traditional and contemporary elements, often incorporating bold prints, rich
embellishments, and impeccable tailoring. With a strong emphasis on quality and attention to detail,
the brand has gained a loyal following among celebrities, fashion enthusiasts, and the elite (Atwal et
al., 2020; Dolce & Gabbana).
Dolce & Gabbana has traditionally taken a more neutral stance on brand activism, focusing
primarily on its core expertise in luxury fashion rather than actively championing social or political
causes (Atwal et al., 2020; Dolce & Gabbana).The brand has traditionally emphasized the importance
of craftsmanship, creativity, and Italian heritage in its products. While they may not overtly engage
in brand activism, Dolce & Gabbana recognizes the significance of their customers in shaping their
brand image and success (Atwal et al., 2020).. The company strongly emphasizes understanding and
catering to the desires and preferences of its discerning clientele. Dolce & Gabbana values their
customers as key stakeholders and aims to cultivate a sense of exclusivity, sophistication, and luxury
to meet their expectations and maintain their loyalty (Atwal et al., 2020; Dolce & Gabbana).
2.4 Social and political values – USA and China
The social and political values of the US and China are shaped by their respective histories,
cultural backgrounds, and governmental systems (Ma, Q., 2005). While it is important to note that
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values can vary among individuals within each country, here is a general overview of the social and
political values associated with America and China that this study has focused on:
Social and Political Values of America: (Graham & Svolik, 2020)
1. Individualism: America strongly emphasizes individual rights, freedom, and autonomy. The
value of individualism is deeply ingrained in American society, where personal achievements,
self-expression, and individual rights are highly valued.
2. Democracy: America is known for its democratic political system, where citizens can
participate in elections, express their opinions freely, and engage in civic activities. The
principles of democracy, such as equality, representation, and the protection of individual
liberties, are integral to American society.
3. Pluralism and Diversity: America is a diverse nation with people from various ethnic, racial,
and cultural backgrounds. The value of pluralism and diversity is celebrated, with the belief
that different perspectives and ideas contribute to a vibrant and inclusive society.
Social and Political Values of China: (Kull, T. et al.., 2009; Matters, N. 2021)
1. Collectivism: China strongly emphasizes collectivism, valuing the needs and goals of the
community or society over individual interests. Harmonious relationships, social cohesion,
and the well-being of the collective are important cultural values.
2. Social Harmony and Stability: Maintaining social harmony and stability is highly valued in
Chinese society. This includes emphasizing social order, respect for authority, and preserving
societal balance and unity.
3. State Control and Stability: China has a strong centralized government with a socialist
political system. There is an emphasis on state control, social order, and stability, with the
government playing a prominent role in guiding the nation's development.
It is essential to recognize that these descriptions provide a general overview, and values can vary
among different regions and individuals within each country. Additionally, values are not fixed and
can evolve in response to societal changes and influences. These values help better understand the
comparative analysis of both cultures in Chapter 4.
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3. Methodology
This research paper adopts a comparative analysis approach to investigate the impact of social
and political issues on brand reputation in brand activism, specifically examining the controversies
surrounding the Pepsi ad featuring Kendall Jenner and the Dolce & Gabbana ad campaign. The
comparative analysis involves several methodological steps to gain insights into the cultural variables
influencing consumer responses and the effects on brand reputation.
The comparative analysis involves a detailed examination of the two ad campaigns, including
content analysis of media coverage and social media reactions. This analysis aims to identify the
cultural variables that played a role in the controversies surrounding the campaigns and their
subsequent impact on brand reputation. By comparing the responses and outcomes of the Pepsi and
Dolce & Gabbana campaigns, the study seeks to uncover insights into the importance of cultural
sensitivity and authenticity in brand activism efforts.
A comparative analysis in research offers both benefits and drawbacks. It provides a deeper
understanding of similarities and differences among entities, allowing for identifying patterns and
insights that may not be evident in isolated studies (Williams et al., 2015). Comparative analysis also
facilitates the transfer of best practices between entities. However, drawbacks include the need for
careful selection and standardization of variables, which can be subjective and oversimplify complex
phenomena (Williams et al., 2015). Biases and assumptions can also influence comparative analysis,
requiring transparency and rigor in the research process to mitigate these concerns.
Despite these limitations, a comparative analysis approach offers valuable insights into the role
of cultural sensitivity and authenticity in brand activism. Examining specific cases, papers, and media
outlets can uncover nuanced factors and generate context-specific knowledge.
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4. Comparative analysis of both cultures
The comparative analysis in this research paper focuses on two distinct cultural contexts: the
United States and China. By examining the cultural differences between these countries, the paper
aims to gain insights into the broader cultural values, beliefs, and behaviors that shape consumer
responses and perceptions.
Individualism and personal freedom are highly valued in the United States (US) (Grabb et al., 1999).
These cultures prioritize autonomy, self-expression, and the pursuit of personal goals. Consumers in
these regions tend to have a strong sense of independence and emphasize personal choice and
individual rights (Greenfield, 2016). They are often receptive to diverse perspectives, open to social
change, and value inclusivity and diversity (Greenfield, 2016).
On the other hand, China has a collectivist culture that places greater importance on group
harmony and societal stability (Wong et al., 2019). Chinese society strongly emphasizes collective
and family values, where maintaining social order and preserving harmony are paramount. Chinese
consumers tend to prioritize social cohesion, conformity, and respect for authority. They value the
well-being of the community and family over individual desires stability (Wong et al., 2019).
Communication styles also differ between these cultures. In the US, direct and assertive
communication is commonly accepted and encouraged. People are more inclined to express their
opinions openly and engage in debates or discussions (Citation). In contrast, China values indirect
communication, where maintaining face and harmony and avoiding confrontation is crucial. Implicit
communication, non-verbal cues, and maintaining a harmonious atmosphere play a significant role
in interactions (Greenfield, 2016; Wong et al., 2019).
Media consumption patterns also vary. In the US, consumers can access various media
channels and platforms, including social media, online news outlets, and traditional media. These
cultures tend to have a high level of media literacy, and consumers actively engage with various
media sources to gather information and form opinions (Zhu & Chen, 2015). In China, media
consumption is heavily influenced by government regulations and censorship. Consumers rely on a
more limited set of approved media sources and platforms, such as state-controlled television and
online platforms, that comply with government guidelines (Wong et al., 2019).
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Understanding these cultural differences is crucial for businesses and organizations seeking to
engage consumers effectively in these markets. Brands must adapt their strategies to align with each
region's cultural values and communication preferences. By tailoring their messaging, branding, and
communication styles, brands can foster stronger connections with consumers and navigate cultural
nuances more successfully (Stankevich, A., 2017).
The US and China highlight significant cultural differences in terms of individualism versus
collectivism, communication styles, and media consumption patterns. These cultural nuances
profoundly influence consumer behaviors, attitudes, and perceptions. Acknowledging and
understanding these differences is essential for businesses aiming to engage consumers and build
successful relationships in these distinct cultural contexts.
4.1 Content analysis of media coverage and social media reactions
The advertisements released by Pepsi and Dolce & Gabbana (D&G) faced considerable backlash
and negative customer reactions, shedding light on the potential consequences of cultural missteps in
marketing (Hills, 2021; Instagram). These incidents serve as valuable lessons for brands in
understanding the importance of cultural sensitivity and avoiding pitfalls in their advertising
campaigns.
The Pepsi ad featuring Kendall Jenner received significant backlash
for trivializing social justice movements and appropriating the struggles
of marginalized communities (Hills, 2021). In the ad, Jenner is shown
joining a protest and diffusing tensions by offering a can of Pepsi to a
police officer. Activists and advocates mainly felt that the portrayal in
the ad was insensitive and undermined the seriousness of the issues being
protested (Taylor, 2017). The campaign faced intense criticism on social
media, with hashtags like #PepsiFail trending, leading to a public
apology from the company and the ad being pulled.
The media coverage's significant focus was the portrayal of social issues in the ad. Critics argued
that the ad trivialized important social movements, such as the Black Lives Matter movement, by
suggesting that a can of Pepsi could solve complex problems (Taylor, 2017; Hills, 2021; Instagram).
Many articles and opinion pieces expressed disappointment and frustration, with the campaign being
accused of exploiting social activism for commercial gain.
Figure 01: Instagram #Pepsifail
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Platforms like Twitter, Facebook, and Instagram became hubs
for intense user discussions and debates (Instagram; Twitter).
While some individuals supported the ad, viewing it as a positive
step towards raising awareness about important issues and
promoting unity, a significant portion of social media users
responded negatively (Instagram; Twitter). The population
criticized the ad for trivializing social movements and exploiting
serious issues for commercial purposes (Instagram; Twitter).
Many users found the ad insensitive and accused Pepsi of being
out of touch with reality. The negative sentiment was further
amplified by creating memes, satirical posts, and viral videos mocking the ad.
In analyzing the public response to the commercial, it is notable that the comments predominantly
focused on Kendall Jenner as an individual rather than directly criticizing Pepsi as a company.
Comments such as "She was stupid for agreeing to this commercial" and "Oh great, a white privileged
woman copying the resistance movement!! Just great... she probably doesn't have a clue what's going
on!" exemplify this sentiment. These remarks reflect a perception that Jenner's involvement in the
commercial was misguided and highlight doubts about her understanding of the social issues it aimed
to address.
Furthermore, one comment expressed strong disapproval: "The whole commercial is absolute
garbage and offensive to those negatively impacted by police brutality and Trumpian politics. Why
she would ever agree to something like this speaks volumes of her character. I don't care how much
money they paid her." These remarks emphasize the belief that the commercial trivialized important
social issues. However, it is essential to acknowledge that there were also comments dismissing the
controversy and considering it an overreaction, with one comment stating, "It's a commercial. Y'all
are annoying." These diverse opinions reflect the varying interpretations and reactions elicited by the
commercial, highlighting the complex nature of consumer responses to brand activism campaigns.
Figure 02: Pepsi Meme
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Continuing, the Dolce & Gabbana (D&G) ad campaign in
China has attracted significant backlash in media coverage,
which shed light on several key themes and sentiments. Chinese
platforms like Weibo played a central role in amplifying the
backlash. The situation took a further negative turn for D&G
when screenshots of private Instagram messages from Stefano
Gabbana (founder) emerged, revealing derogatory remarks
about China and its people. These messages, posted by fashion
watchdog Diet Prada (Hills, 2021; Instagram: Weibo), sparked
outrage and intensified the controversy surrounding the
campaign.
The controversial promotional videos, released in 2018,
depicted a Chinese model struggling to eat pizza, cannoli, and pasta with chopsticks (Puppin, G.,
2018; DW News, 2018). Online users widely criticized these videos as racist and disrespectful toward
Chinese culture. Chinese consumers expressed their discontent through social media platforms, with
many individuals condemning the campaign for its portrayal of Chinese culture as disrespectful and
derogatory. Comments such as "The ad made me feel awkward, and it made me think if D&G is
intentionally trying to make China look bizarre" and "How this brand is portraying our traditional
culture is incorrect" exemplify the dissatisfaction voiced by Chinese users. The ads were deemed
offensive and vulgar, leading some to believe that the campaign intentionally targeted China.
However, it is important to note that not all Chinese social media users considered the
campaign a significant issue. Some individuals took a more relaxed stance, suggesting that people
should not overly concern themselves with such minor matters. Statements like "We should stand
proudly. We should not care about these small issues" and "I don't actually think it is a big deal. So
many people on the Internet are waiting for some big issue to happen" reflect these contrasting
opinions within the Chinese online community. This diversity of perspectives illustrates the range of
reactions to the campaign.
To address the backlash, Dolce & Gabbana released an apology video, but it was largely
perceived as insincere by the majority of people. Chinese individuals sarcastically interpreted the
video as conveying the message that D&G values Chinese people's money and seeks to maintain
business opportunities rather than genuinely apologizing for their actions.
Figure 03: Instagram D&G
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The comment section under the video:
“We know that our sales have dropped in the past few days. From our family education and
understanding of China, we love Chinese people's money and have made a lot of money. We
sincerely apologize for our losses and hope to change our understanding, and we don't want to
lose the opportunity and reality of earning Chinese money in China and the world. For the sake
of our products that continue to be sold in China, we say "we are sorry"” (Asian Boss, 2018)
Please note that the text reflects a sarcastic interpretation of the apology video and was translated
with Deepl.
Additionally, the media coverage extensively focused on the sensitivity of Chinese cultural
values. Commentators noted that the campaign's content and messaging were at odds with China's
cultural norms and expectations, causing significant offense among Chinese consumers. The
sentiment expressed in the media coverage was largely negative, with widespread condemnation and
calls for brand boycotts.
Consequently, D&G faced significant losses, such as canceled fashion shows, product removal from
Chinese e-commerce sites, and declining sales in the Asia-Pacific market (Atwal et al., 2020).
However, in the West, the brand received some support from celebrities wearing their products. This
incident demonstrates the impact of cultural sensitivity and misrepresentation on brand reputation
and consumer response, with significant ramifications for D&G in the Chinese market (Hills et al.,
2021).
The content analysis of the media coverage for the Pepsi ad featuring Kendall Jenner and the
Dolce & Gabbana ad campaign revealed distinct themes and sentiments for each campaign. The Pepsi
ad received criticism for its portrayal of social issues and perceived lack of authenticity. At the same
time, the Dolce & Gabbana campaign faced intense backlash due to cultural misrepresentation and
insensitivity towards Chinese cultural values. These findings emphasize the influence of cultural
variables and public sentiment on brand reputation within the context of brand activism campaigns.
In both cases, social media reactions were crucial in shaping the narratives and public perception
surrounding the ads. The widespread sharing of opinions, the creation of memes, and the mobilization
of social media users substantially impacted how the campaigns were received and subsequently
affected the brands' reputations. These social media reactions demonstrated the power of online
platforms in amplifying public sentiment and holding brands accountable for their messaging and
actions.
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The response to the ads in the US was characterized by open discussions, debates, and a wide
range of opinions expressed on social media platforms. People were more inclined to voice their
opinions openly and directly criticize the campaigns, leading to intense online discussions, using
hashtags to express dissatisfaction and creating satirical content mocking the ads. These reactions
reflect the cultural emphasis on individualism, personal expression, and the freedom to voice one's
thoughts and opinions. In contrast to the D&G ad in China, the discourse on social media surrounding
Kendall Jenner's involvement in the Pepsi commercial revealed a notable disparity in the level of
scrutiny and accusations of wrongdoing. While the D&G ad faced significant backlash, primarily
targeting the company itself, Jenner became the focal point of criticism in the Pepsi ad controversy.
On the other hand, the communication style prevalent in China, which values indirect
communication and harmony, influenced the response to the ads in that cultural context. Chinese
consumers were more likely to express their opinions subtly and indirectly, such as commenting on
cultural misrepresentation or sharing screenshots of private messages revealing derogatory remarks.
Moreover, media coverage in China highlighted instances of cultural insensitivity and inaccuracies
rather than engaging in confrontations or open debates. The emphasis on preserving face and harmony
likely contributed to the more reserved and nuanced expression of discontent among Chinese
consumers.
These differences in communication styles reflect broader cultural values and norms, particularly
the contrast between individualism and collectivism. Recognizing and understanding these cultural
nuances is crucial for brands to effectively engage with consumers and tailor their messaging to align
with the communication preferences of each culture.
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5. Results
In analyzing the customer reactions to the Pepsi and D&G ads and considering the role of culture,
one interesting conclusion emerges: Brands need to adopt a new perspective on advertising and
cultural sensitivity. It is no longer sufficient to create visually appealing or attention-grabbing ads.
Brands must recognize that their audience is diverse, culturally aware, and increasingly intolerant of
cultural insensitivity or appropriation.
The incidents involving Pepsi and D&G demonstrate that customers expect brands to understand
social and cultural issues and authentically engage with their target audience. Brands should move
beyond surface-level diversity and inclusion initiatives and embrace a deeper understanding of their
customers' values, beliefs, and aspirations.
By taking a new viewpoint and prioritizing cultural intelligence, brands can cultivate meaningful
connections with their audience. This involves conducting thorough research, engaging in cross-
cultural dialogues, and collaborating with local influencers and experts to ensure their advertising
campaigns resonate positively with diverse communities. Brands must acknowledge that cultural
missteps can have significant consequences, including reputational damage and financial losses.
Ultimately, the evolving advertising landscape requires brands to adapt and evolve their
approach. They must embrace cultural sensitivity as an integral part of their marketing strategies, not
just as a reactive measure after facing backlash. By doing so, brands can foster positive customer
experiences, build stronger relationships, and establish themselves as responsible and inclusive global
citizens in an increasingly interconnected world.
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5.1 Discussion
While the research paper provides valuable insights, there are certain limitations and
opportunities for improvement worth discussing. One area for improvement is the difficulty in
obtaining a sufficient number of Chinese sources and understanding the language on websites such
as Weibo, which could have provided a more balanced perspective. The abundance of Western
opinions and comments in the paper may result in a skewed representation of consumer attitudes and
cultural nuances.
For future research, there are a few areas that could be improved:
1. Expanding the scope of the study by including larger sample size and more diverse case
studies would enhance the generalizability of the findings. This would allow for a more
comprehensive understanding of the influence of cultural sensitivity and authenticity on
consumer attitudes and purchase intentions in brand activism campaigns.
2. A mixed-methods approach, combining qualitative and quantitative data, would provide a
more holistic and nuanced analysis. Qualitative data could be gathered through in-depth
interviews or focus groups to capture insights into consumer perceptions, motivations, and
emotions.
3. Delving deeper into the underlying psychological processes that shape customer perceptions
of advertisements would be valuable.
Investigating the effectiveness of different strategies for incorporating cultural sensitivity in
advertising would be valuable in terms of future research directions. This could involve studying the
impact of localized marketing approaches, cross-cultural collaborations, or the involvement of local
influencers. Such research would offer practical insights for advertisers navigating diverse cultural
landscapes and help identify effective approaches to engage consumers across different cultural
contexts.
In order to address potential bias in the research, it was crucial to prioritize transparency and
minimize bias throughout the study. Various sources were examined to achieve this, including
academic papers, peer reviews, and media outlets. However, it should be noted that most of these
sources originated from Western countries, which may introduce a certain bias. Additionally, it is
essential to acknowledge that media outlets can have their own biases and present one-sided opinions.
Furthermore, due to the vastness of opinions expressed on social media, it was not possible to include
all viewpoints, which could have influenced the overall perspectives of this study.
21. 21
5.2 Conclusion
In conclusion, the Pepsi ad featuring Kendall Jenner and the Dolce & Gabbana ad campaign
in China are cautionary examples of the potential pitfalls of brand activism when cultural sensitivity
and authenticity are not adequately considered. Brands must recognize the importance of cultural
context, values, and beliefs in shaping consumer responses to brand activism initiatives. By doing so,
they can design more effective strategies that resonate with diverse consumer audiences and
positively impact brand reputation.
In examining the research question, it becomes evident that the impact of cultural sensitivity
and authenticity on consumer attitudes and purchase intentions in brand activism campaigns is
substantial. Consumers favorably respond to brands that exhibit cultural sensitivity, authenticity, and
a sincere dedication to social and cultural matters. Establishing meaningful connections and nurturing
positive customer experiences through cultural intelligence and genuine engagement is essential for
success in brand activism campaigns.
This research paper makes notable contributions to the literature on brand activism and consumer
behavior. It offers a comprehensive theoretical framework that integrates marketing, cultural studies,
and social psychology concepts, shedding light on the balance between cultural sensitivity and
authenticity in brand activism campaigns. The paper emphasizes the importance of considering
cultural nuances in brand activism strategies and offers practical implications for brand managers.
Additionally, it identifies future research directions, highlighting the need for further investigation
into specific cultural dimensions, communication channels, and the long-term effects of brand
activism. Overall, this paper advances our understanding of brand activism and its impact on
consumer behavior, informing theory and practice in the field.
22. 22
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