摘要
幽默广告是一种常见的有影响力的品牌传播方式,能在使消费者产生愉悦心情的同时说服消费者进行购买.品牌性别作为品牌个性的一个维度,在营销策略中也得到广泛应用.本文探究了幽默广告与品牌性别之间的关系,验证了不同幽默风格在塑造品牌性别作用上的差异,并论证了上述关系对品牌态度的影响及其内在机制.实验结果表明,幽默广告传播方式能使消费者感知到品牌的男性气质倾向(实验一).相较于亲和型幽默,冒犯型幽默更能提升消费者对品牌男性气质倾向的感知(实验二).与女性气质品牌相比,男性气质品牌采用幽默的广告传播方式能引发消费者对品牌更积极的态度,广告—品牌形象一致性在此过程中起中介作用(实验三).本研究的结论能够丰富品牌性别、幽默广告、幽默风格领域的研究成果,并为企业塑造品牌性别、提升消费者对品牌的态度提供实践指导.
Abstract
Brand gender,as a dimension of brand personality,has been widely applied in marketing strategy.Under the commercial context emphasizing brand image shaping,the importance of exploring brand gender is gradually becoming apparent.However,current literature mainly focuses on the shaping role of elements such as brand logo and brand name on brand gender.Among various advertising appeals,humor is a unique and effective form of appeal,attracting researchers'attention.Therefore,this paper attempts to explore the impact of humorous advertising on brand gender and its mechanism from the perspective of the relationship between humor and gender,and constructs hypotheses based on this.The research is carried out through a questionnaire survey and comprised three scenario experiments.Experiment 1 created a virtual brand"GOOD"and manipulated humorous and non-humorous advertising to explore their impact on consumers'perception of brand gender.Experiment 2 supplements different humorous styles of advertising to further verify whether there are differences in the shaping role of aggressive humorous advertising and affiliative humorous advertising on brand gender.Experiment 3 takes into consideration the original gender image of the brand,exploring the impact of the match between brand gender and humorous advertising on brand attitudes and its underlying mechanism.The study finally obtained 578 valid samples and used covariance analysis,simple effect analysis,and mediation effect analysis to empirically test the theoretical hypotheses.The results indicate that under the condition of humorous advertising,consumers'perception of brand gender tends to lean towards masculinity(Experiment 1).Meanwhile,compared with affiliative humor,aggressive humor advertising make consumers perceive the brand's masculine tendency more(Experiment 2).Compared with the feminine brand,the masculine brand using humorous advertising trigger consumers'more positive attitudes towards the brand,and the ad-brand congruence plays a mediating role in this process(Experiment 3).The main contributions of this paper are that:First,it explores the impact of humorous advertising on brand gender from the perspective of the relationship between humor and gender,promotes research progress on the relationship between advertising types and brand gender,and broadens the comprehension of the multifaceted origins of brand gender.Second,based on the consistency theory,it explains the impact of the matching effect between humorous advertising and brand gender on brand attitudes and its underlying mechanism,providing targeted strategic guidance for enterprises to shape brand gender and enhance brand attitudes.Third,it extends the theme of"relationship between humor and gender"from fields such as sociology,psychology,and linguistics to the fields of advertising and marketing,deepening the understanding of humorous style and gender differences in commercial practice.
NETL
NSTL
维普
万方数据