Dissertations, Theses, and Capstone Projects
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
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