PT  - JOURNAL ARTICLE
AU  - Ouidade Sabri
AU  - Géraldine Michel
TI  - When Do Advertising Parodies Hurt?
AID  - 10.2501/JAR-54-2-233-247
DP  - 2014 Jun 01
TA  - Journal of Advertising Research
PG  - 233--247
VI  - 54
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/54/2/233.short
4100  - http://www.journalofadvertisingresearch.com/content/54/2/233.full
SO  - J Advert Res2014 Jun 01; 54
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.