Abstract
Consumers use products and brands to express their identity to themselves and others. Much of the research in identity-related advertising has focused on identity as an explanatory factor, but our study examines identity expressiveness as an
outcome elicited by humor in advertising. An experimental study uncovers how humor in advertising triggers brand liking and identity expressiveness. The results indicate a 'backfire effect', where humor lowers the identity expressiveness directly and/or through the mediation of brand liking. The results inform advertising strategy regarding the use of humor in advertisements.
outcome elicited by humor in advertising. An experimental study uncovers how humor in advertising triggers brand liking and identity expressiveness. The results indicate a 'backfire effect', where humor lowers the identity expressiveness directly and/or through the mediation of brand liking. The results inform advertising strategy regarding the use of humor in advertisements.
| Original language | English |
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| Publication status | Published - 2019 |
| Event | European Marketing Academy Conference (EMAC) - University of Hamburg, Hamburg, Germany Duration: 29 May 2019 → 31 May 2019 |
Conference
| Conference | European Marketing Academy Conference (EMAC) |
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| Country/Territory | Germany |
| City | Hamburg |
| Period | 29/05/19 → 31/05/19 |