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When Do Advertising Parodies Hurt?

The Power of Humor and Credibility In Viral Spoof Advertisements

Ouidade Sabri, Géraldine Michel
DOI: 10.2501/JAR-54-2-233-247 Published 1 June 2014
Ouidade Sabri
Université Paris-Est, UPEC, IRG,
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  • For correspondence: ouidade.sabri@u-pec.fr
Géraldine Michel
Sorbonne Graduate Business School,
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  • For correspondence: michel.iae@univ-paris1.fr
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ABSTRACT

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.

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Vol 54 Issue 2

Journal of Advertising Research: 54 (2)
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When Do Advertising Parodies Hurt?
Ouidade Sabri, Géraldine Michel
Journal of Advertising Research Jun 2014, 54 (2) 233-247; DOI: 10.2501/JAR-54-2-233-247

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When Do Advertising Parodies Hurt?
Ouidade Sabri, Géraldine Michel
Journal of Advertising Research Jun 2014, 54 (2) 233-247; DOI: 10.2501/JAR-54-2-233-247
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