That was funny, but what was the brand again?

This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage. The research design combined a content analysis of humour characteristics in commercials and a field study among consumers. In the field study, participants were exposed to existing commercials with obscured brand names and asked to reproduce the brand names. Results showed an interaction effect between the two humour characteristics: brand-related humour led to stronger brand linkage than unrelated humour, but this effect was found only for complex humour. The implications of these findings for the practice of advertising are discussed.

Publication: 
International Journal of Advertising
Author: 
van Kuilenburg, Paul; de Jong, Menno D.T.; van Rompay, Thomas J.L.
Document Type: 
Research
Paywall: 
$

Leave a comment

Comment Policy
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.