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Being funny is not enough : the influence of perceived humor and negative emotional reactions on brand attitudes

Warren, Caleb; Carter, Erin Percival; McGraw, A. Peter - In: International journal of advertising : the review of … 38 (2019) 7, pp. 1025-1045

Persistent link: https://www.econbiz.de/10012200365

Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention

Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: Zukunft des Marketings, (pp. 37-55). 2023

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …

Persistent link: https://www.econbiz.de/10014516159

Does Sexual Humor Work on Mars, But Not on Venus? Exploring Consumer Acceptance of Sexually Humorous Advertising by Gendered Brands

Mayer, James - 2015

such humor with brand personality …In this paper, two studies demonstrate that the efficacy of sexual humor in advertising is more complicated than the … significant differences in sexual humor evaluation (how funny is this?) but that advertising utilizing sexual humor is more likely …

Persistent link: https://www.econbiz.de/10013024551

Storytelling in advertisements : understanding the effect of humor and drama on the attitude toward brands

Kasilingam, Dharun; Ajitha, Soundararaj - In: The journal of brand management : an international journal 29 (2022) 4, pp. 341-362

Persistent link: https://www.econbiz.de/10013270437

Listerine - for the bridesmaid who's never a bride : disparaging humour increases brand attitude and recall among the powerless

Newton, Joshua D.; Wong, Jimmy; Newton, Fiona Joy - In: European journal of marketing : EJM 50 (2016) 7/8, pp. 1137-1158

Persistent link: https://www.econbiz.de/10011608881

Love for logos : evaluating the congruency between brand symbols and typefaces and their relation to emtional words

Salgado-Montejo, Alejandro; Velasco, Carlos; Olier, … - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 635-649

Persistent link: https://www.econbiz.de/10010462628

Cognitive and emotional processing of brand logo changes

Peterson, Mark; Al Shebil, Saleh; Bishop, Melissa - In: The journal of product & brand management 24 (2015) 7, pp. 745-757

Persistent link: https://www.econbiz.de/10011416937

How to influence the brand attitude of the audience by micro-films

Yu, Hueiju; Chang, Yu-ting - In: Journal of promotion management : JPM 19 (2013) 5, pp. 674-686

Persistent link: https://www.econbiz.de/10010233239

Consumers' emotional responses to the Christmas TV advertising of four retail brands

Catwright, Joanna; McCormick, Helen; Warnaby, Gary - In: Journal of retailing and consumer services 29 (2016), pp. 82-91

Persistent link: https://www.econbiz.de/10011442359

The influence of consumer mood state as a contextual factor on imagery-inducing advertisements and brand attitude

Myers, Jun; Sar, Sela - In: Journal of marketing communications 21 (2015) 4, pp. 284-299

Persistent link: https://www.econbiz.de/10011405890

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