Recent events have raised concerns about the impact on brands that engage in controversial issues. Yet, less attention has been paid to how brands navigate noncontroversial matters. This study explores the effects of brand involvement in both contentious and neutral contexts. From a marketing perspective, we investigate how consumers perceive brands based on cognitive processing, emotions, personal experiences, and cultural backgrounds. Cognitive processing plays a key role in helping consumers understand and interpret brand messages, while emotions and cultural values shape their views on controversial topics. Social interactions and peer influence further shape these perceptions.
Through an experimental study, we analyze how different levels of controversy and brand presence affect consumers’ perceptions of both the issue and the brand itself. Our findings show that consumers view branded content on controversial topics as more likely to trigger irritation. Moreover, brand presence amplifies the disturbance caused by controversial topics, while noncontroversial topics seem more unsettling when no brand is involved. 

This research offers insights into how brand presence influences consumer perceptions in both controversial and neutral contexts, providing guidance for brands as they navigate these complex environments.