When Does Humorous Marketing Hurt Brands?
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Abstract
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DOI: 10.1561/107.00000027
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Cited by:
- Xie, Yuguang & Liang, Changyong & Zhou, Peiyu & Jiang, Li, 2024. "Exploring the influence mechanism of chatbot-expressed humor on service satisfaction in online customer service," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
- Yang, Hongyan & Xu, Hong & Zhang, Yan & Liang, Yan & Lyu, Ting, 2022. "Exploring the effect of humor in robot failure," Annals of Tourism Research, Elsevier, vol. 95(C).
- Kobel, Sarah & Groeppel-Klein, Andrea, 2021. "No laughing matter, or a secret weapon? Exploring the effect of humor in service failure situations," Journal of Business Research, Elsevier, vol. 132(C), pages 260-269.
- Bitterly, T. Bradford & Schweitzer, Maurice E., 2019. "The impression management benefits of humorous self-disclosures: How humor influences perceptions of veracity," Organizational Behavior and Human Decision Processes, Elsevier, vol. 151(C), pages 73-89.
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- Hoang, Chi & Knöferle, Klemens & Warlop, Luk, 2023. "Using different advertising humor appeals to generate firm-level warmth and competence impressions," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 741-759.
- Maria Giovanna Confetto & Maria Palazzo & Maria Antonella Ferri & Mara Normando, 2023. "Brand Activism for Sustainable Development Goals: A Comparative Analysis in the Beauty and Personal Care Industry," Sustainability, MDPI, vol. 15(7), pages 1-15, April.
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Keywords
Humor; Emotion; Attitude; Advertising; Persuasion;All these keywords.
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