You will find the scale of brand image in literature. Change in brand image as a result of offensive advertisement can be measured using appropriate research design and statistical analysis. I think you will find good number of literature for the same.

The Marketing Ccales Handbook is always worth a look. Yet, the editions are quite rare!

https://marketing.conference-services.net/resources/327/2342/pdf/AM2011_0049.pdf

Dear Evelina,

Kindly find the attached file regarding one of my researches (The Effect of Advertising Awareness on Brand Equity in Social Media), it may help you

best regards,

Dr. Alhaddad

Article The Effect of Advertising Awareness on Brand Equity in Social Media

Thank you all for your suggestions.

Leonidas, your suggestions are enlightening, it does bring some food for thought even though my study majorly focuses on stereotypical presentation of ads which are also offensive (not necessarily "shocking").

I would appreciate if you can suggest if "win-win-win papakonstantinidis model" still can help in any way. (Though I am yet to understand this model fully).

Tobais, thanks for the suggestion.. However, I am already planning to use Marketing Scales' handbook for the scale - Attitude towards Ads (female role portrayal) 

Yezid, Dr. Alhaddad. thanks. But at this point my study is less focused on Brand Personality measures and ad awareness.

Regards

Evelina