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Brand parody: a communication strategy to attack a competitor

Brand parody: a communication strategy to attack a competitor Purpose – The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody. Design/methodology/approach – The data collection was carried out in an experiment design in two steps (before and after brand parody exposure) in order to measure the effects of a parody exposition on brand‐parodied attitude. Findings – The results show that average level of attitude toward the brand parodied is significantly different after exposure to the advertisement that parodies it. Thus, the average level of attitude toward the brand parodied is significantly different in accordance with the degree to which those exposed to parodies are subject to feelings of anti‐commercial rebellion. Practical implications – This study shows that a brand parody communication by playing negative humour with an anti‐commercial style represents a real threat for the brand parodied. Originality/value – This research measured the effect of parody on attitude toward the brand parodied by its competitor. For this, the original materials were used (iPod advertising and iPod parody advertising made by its competitor). http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Brand parody: a communication strategy to attack a competitor

Journal of Consumer Marketing , Volume 28 (1): 8 – Jan 25, 2011

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References (28)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363761111101912
Publisher site
See Article on Publisher Site

Abstract

Purpose – The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody. Design/methodology/approach – The data collection was carried out in an experiment design in two steps (before and after brand parody exposure) in order to measure the effects of a parody exposition on brand‐parodied attitude. Findings – The results show that average level of attitude toward the brand parodied is significantly different after exposure to the advertisement that parodies it. Thus, the average level of attitude toward the brand parodied is significantly different in accordance with the degree to which those exposed to parodies are subject to feelings of anti‐commercial rebellion. Practical implications – This study shows that a brand parody communication by playing negative humour with an anti‐commercial style represents a real threat for the brand parodied. Originality/value – This research measured the effect of parody on attitude toward the brand parodied by its competitor. For this, the original materials were used (iPod advertising and iPod parody advertising made by its competitor).

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jan 25, 2011

Keywords: Humour; Consumer behaviour; Advertising; Brand image

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