RT Journal Article SR Electronic T1 When Do Advertising Parodies Hurt? JF Journal of Advertising Research JO J Advert Res FD WARC SP 233 OP 247 DO 10.2501/JAR-54-2-233-247 VO 54 IS 2 A1 Ouidade Sabri A1 Géraldine Michel YR 2014 UL http://www.journalofadvertisingresearch.com/content/54/2/233.abstract AB 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.