When Humor Hurts: The Detrimental Effect of Humor on Brand Attitudes After a Brand Transgression
Date of Degree
Humor, Brand Transgressions, Brand Trust
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.
Lteif, Lama, "When Humor Hurts: The Detrimental Effect of Humor on Brand Attitudes After a Brand Transgression" (2018). CUNY Academic Works.
This work is embargoed and will be available for download on Monday, September 30, 2024
Graduate Center users:
To read this work, log in to your GC ILL account and place a thesis request.
See the GC’s lending policies to learn more.