幽默广告对品牌性别的影响研究  

The Impact of Humorous Advertising on Brand Gender

作　　者：杜伟宇[1] 施赵昊 柯文杰 Du Weiyu;Shi Zhaohao;Ke Wenjie(School of Business,East China University of Science and Technology,Shanghai 200237,China)

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《外国经济与管理》2023年第12期137-151,共15页Foreign Economics & Management

基　　金：国家社会科学基金一般项目(20BGL034)。

摘　　要：幽默广告是一种常见的有影响力的品牌传播方式,能在使消费者产生愉悦心情的同时说服消费者进行购买。品牌性别作为品牌个性的一个维度,在营销策略中也得到广泛应用。本文探究了幽默广告与品牌性别之间的关系,验证了不同幽默风格在塑造品牌性别作用上的差异,并论证了上述关系对品牌态度的影响及其内在机制。实验结果表明,幽默广告传播方式能使消费者感知到品牌的男性气质倾向(实验一)。相较于亲和型幽默,冒犯型幽默更能提升消费者对品牌男性气质倾向的感知(实验二)。与女性气质品牌相比,男性气质品牌采用幽默的广告传播方式能引发消费者对品牌更积极的态度,广告—品牌形象一致性在此过程中起中介作用(实验三)。本研究的结论能够丰富品牌性别、幽默广告、幽默风格领域的研究成果,并为企业塑造品牌性别、提升消费者对品牌的态度提供实践指导。Brand gender,as a dimension of brand personality,has been widely applied in marketing strategy.Under the commercial context emphasizing brand image shaping,the importance of exploring brand gender is gradually becoming apparent.However,current literature mainly focuses on the shaping role of elements such as brand logo and brand name on brand gender.Among various advertising appeals,humor is a unique and effective form of appeal,attracting researchers’attention.Therefore,this paper attempts to explore the impact of humorous advertising on brand gender and its mechanism from the perspective of the relationship between humor and gender,and constructs hypotheses based on this.The research is carried out through a questionnaire survey and comprised three scenario experiments.Experiment 1 created a virtual brand“GOOD”and manipulated humorous and nonhumorous advertising to explore their impact on consumers’perception of brand gender.Experiment 2 supplements different humorous styles of advertising to further verify whether there are differences in the shaping role of aggressive humorous advertising and affiliative humorous advertising on brand gender.Experiment 3 takes into consideration the original gender image of the brand,exploring the impact of the match between brand gender and humorous advertising on brand attitudes and its underlying mechanism.The study finally obtained 578 valid samples and used covariance analysis,simple effect analysis,and mediation effect analysis to empirically test the theoretical hypotheses.The results indicate that under the condition of humorous advertising,consumers’perception of brand gender tends to lean towards masculinity(Experiment 1).Meanwhile,compared with affiliative humor,aggressive humor advertising make consumers perceive the brand’s masculine tendency more(Experiment 2).Compared with the feminine brand,the masculine brand using humorous advertising trigger consumers’more positive attitudes towards the brand,and the ad-brand congruence plays a mediating role i

关 键 词：品牌性别 幽默广告 亲和型幽默 冒犯型幽默 广告—品牌形象一致性 

分 类 号：F270[经济管理—企业管理]