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Assessing the 2014 Cadbury controversy through the Theory of Planned Behavior
  • Faiswal Kasirye,
  • Hassan Radwan,
  • Math Kreya
Faiswal Kasirye
International Islamic University Malaysia

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Hassan Radwan
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Math Kreya
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The purpose of this study is to assess the 2014 Cadbury controversy through the framework of the Theory of planned behavior. The study examined how Cadbury IMC campaign changed the attitudes, behaviors and the perceived behavioral control of the audience towards purchasing Cadbury chocolates. Content analysis was employed to analyze the Cadbury IMC video campaign that circulated widely during the saga in addition to the Cadbury social platforms that aided in data collection. Themes like Quality standards, halal certification, ingredients and supervision were generated from the data. The analysis of the data discovered, that Cadbury tried to involve the public while trying to resolve their halal certification issues as well as those related to the two bars that were in question. A number of issues were discovered in relation to TPB however, the study found out that there were underlying factors missing in most of the Cadbury campaigns carried out during the 2014 PIG DNA saga. So the government should consider establishing stringent mechanisms of controlling hala certification among Malaysian companies and those seeking to do business in the country at large.