search query: @indexterm ADVERTISING RESEARCH / total: 488
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| Author: | Kuilenburg, P. van Jong, M. D.T. de Rompay, T. J.L. van |
| Title: | 'That was funny, but what was the brand again?' - Humorous television commercials and brand linkage |
| Journal: | International Journal of Advertising
2011 : VOL. 30:5, p. 795-814 |
| Index terms: | television advertising brands advertising research |
| Language: | eng |
| Abstract: | This paper investigates the relationship between humour and brand linkage. The study is based on content analysis of humour characteristics in commercials and a field study among consumers. The findings reveal that humour complexity and humour relatedness have a strong effect on brand linkage, but the interaction between the two variables is notably more significant than their separate effects. |
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