When Humor Hurts: The Detrimental Effect of Humor on Brand Attitudes After a Brand Transgression

Author

Lama Lteif, The Graduate Center, City University of New YorkFollow

Date of Degree

9-2018

Document Type

Dissertation

Degree Name

Ph.D.

Program

Business

Advisor

Lauren Block

Committee Members

Karthik Sridhar

Stephen Gould

Lauren Mayor

Subject Categories

Marketing

Keywords

Humor, Brand Transgressions, Brand Trust

Abstract

This work builds on extant research on humor and brand transgressions to demonstrate that the use of humor in brand communication strategies reduces brand attitudes after a transgression. A set of six studies, including a quasi-field study and a field study, show that the use of humor reduces brand trust after a transgression, which in turn, reduces brand attitudes.

Recommended Citation

Lteif, Lama, "When Humor Hurts: The Detrimental Effect of Humor on Brand Attitudes After a Brand Transgression" (2018). CUNY Academic Works.
https://academicworks.cuny.edu/gc_etds/2789