When Do Advertising Parodies Hurt?
研究业余人士制作的负面广告模仿在社交媒体上传播时，对目标品牌注意力、态度、购买意愿和转发意愿的负面影响，发现模仿的幽默和可信度是关键因素。
<h3>ABSTRACT</h3> How harmful is a parody for the target brand? To address this question, the current study focused on negative advertising parodies created by amateurs and spread through social media. It examined the types of consumers for whom—and contexts in which—negative advertising parodies would adversely affect attention, attitudes, purchase intentions, and intentions to pass along an advertisement. The authors found that advertising parody is detrimental for the parodied brand if the parody is strongly credible and contains humor. Highly committed consumers are not isolated from this detrimental effect. These findings have implications for both research and practice.