TY - JOUR T1 - When Do Advertising Parodies Hurt? JF - Journal of Advertising Research JO - J Advert Res SP - 233 LP - 247 DO - 10.2501/JAR-54-2-233-247 VL - 54 IS - 2 AU - Ouidade Sabri AU - Géraldine Michel Y1 - 2014/06/01 UR - http://www.journalofadvertisingresearch.com/content/54/2/233.abstract N2 - 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. ER -