The Persuasive Effect of Self-mockery in Advertising on the Brand Attitude: a Moderated Mediation Model (notice n° 419022)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02499cam a2200301 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250119123036.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Sabri, Ouidade |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | The Persuasive Effect of Self-mockery in Advertising on the Brand Attitude: a Moderated Mediation Model |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 63 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • ObjectivesOver the past few years, there has been an upward trend of brands that make fun of themselves in ads in a tendency called “self-mockery”. As self-mockery has not received much examination in the past, the present study is an effort to fill this void. • MethodBuilding on two controlled experiments, we test our framework using a variety of brands (a fake brand and a real one), product categories, types of self-mocking ads (print as well as video), and types of selfdeprecating argument. • ResultsWe consistently find that self-mocking leads to the brand being perceived as humbler, which consequently affects the evaluation of brand attitude. Additionally, we find that this mediated effect is moderated by brand self-congruity. • Managerial and societal implicationsMarketing managers should consider a self-mocking executional appeal as a valuable brand-building strategy, as self-mockery may trigger brand humility personality trait perceptions, especially among consumers with a higher brand self-congruity. • OriginalityWe open the door to the investigation of an understudied advertising strategy that is popular among practitioners. Thus, we offer several novel contributions to the literature on self-mocking humor and humility. These insights contribute to the burgeoning theorizing on the multifaceted nature and effects of self-mockery in advertising. Apart from adding to literature streams on humor appeal and humility, these insights help answer the managerially relevant question of whether and for whom to invest in selfmocking advertising. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand personality |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand attitude |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | perceived funniness |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | self-mockery |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | humility |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand personality |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand attitude |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | perceived funniness |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | self-mockery |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | humility |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 105 | 1 | 2022-05-04 | p. 134-138 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2022-1-page-134?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2022-1-page-134?lang=en&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux