Humor in Online Brand-to-brand Dialogues : Unveiling the Difference between Top Dog and Underdog Brands
Author
Abstract
Suggested Citation
DOI: 10.1177/10949968241266828
Note: View the original document on HAL open archive server: https://hal.science/hal-04666015v1
Download full text from publisher
References listed on IDEAS
- Matthew J. Hornsey & Cassandra M. Chapman & Heidi Mangan & Stephen Macchia & Nicole Gillespie, 2021. "The Moral Disillusionment Model of Organizational Transgressions: Ethical Transgressions Trigger More Negative Reactions from Consumers When Committed by Nonprofits," Journal of Business Ethics, Springer, vol. 172(4), pages 653-671, September.
- Joireman, Jeff & Grégoire, Yany & Devezer, Berna & Tripp, Thomas M., 2013. "When do customers offer firms a “second chance” following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation," Journal of Retailing, Elsevier, vol. 89(3), pages 315-337.
- Linyun W Yang & Pankaj Aggarwal & Laura Peracchio & Gita Johar & Margaret C Campbell, 2019. "No Small Matter: How Company Size Affects Consumer Expectations and Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(6), pages 1369-1384.
- Warren, Caleb & McGraw, A. Peter, 2016. "When Does Humorous Marketing Hurt Brands?," Journal of Marketing Behavior, now publishers, vol. 2(1), pages 39-67, October.
- Campbell, Margaret C & Kirmani, Amna, 2000. "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 69-83, June.
- Gretry, Anaïs & Horváth, Csilla & Belei, Nina & van Riel, Allard C.R., 2017. "“Don't pretend to be my friend!” When an informal brand communication style backfires on social media," Journal of Business Research, Elsevier, vol. 74(C), pages 77-89.
- Berendt, Johannes & Uhrich, Sebastian & Thompson, Scott A., 2018. "Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers," Journal of Business Research, Elsevier, vol. 88(C), pages 161-172.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- Park, Junsung & Yoo, Joon Woo & Cho, Youngju & Park, Heejun, 2023. "Examining the impact of service robot communication styles on customer intimacy following service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
- Paolo Antonetti & Ilaria Baghi, 2023. "Projecting lower competence to boost apology effectiveness: Underlying mechanism and boundary conditions," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 695-715, May.
- Yao, Qi & Kuai, Ling & Wang, Cheng Lu, 2022. "How frontline employees' communication styles affect consumers' willingness to interact: The boundary condition of emotional ability similarity," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
- Anika Schumacher & Robert Mai, 2024. "Organizational Top Dog (vs. Underdog) Narratives Increase the Punishment of Corporate Moral Transgressions: When Dominance is a Liability and Prestige is an Asset," Journal of Business Ethics, Springer, vol. 194(1), pages 19-36, September.
- Haase, Janina & Wiedmann, Klaus-Peter & Labenz, Franziska, 2022. "Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands," Journal of Business Research, Elsevier, vol. 152(C), pages 1-16.
- Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
- Chadwick J. Miller & Daniel C. Brannon & Jim Salas & Martha Troncoza, 2021. "Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1043-1064, November.
- Tuk, M.A. & Verlegh, P.W.J. & Smidts, A. & Wigboldus, D.H.J., 2008. "Interpersonal Relationships Moderate the Effect of Faces on Person Judgments," ERIM Report Series Research in Management ERS-2008-057-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
- Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
- Tomi Rajala, 2019. "Mind the Information Expectation Gap," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(1), pages 104-125, March.
- Caldieraro, Fabio & Cunha, Marcus, 2022. "Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 724-744.
- repec:oup:jecgeo:v:50:y:2023:i:2:p:363-381. is not listed on IDEAS
- Mona Soltani & Ekant Veer & Huibert Peter Vries & Joya Kemper, 2024. "“Did You See What Happened?” How Scandals are Shared via Social Media," Corporate Reputation Review, Palgrave Macmillan, vol. 27(3), pages 186-201, August.
- Tao Zhang & Chao Feng & Hui Chen & Junjie Xian, 2022. "Calming the customers by AI: Investigating the role of chatbot acting-cute strategies in soothing negative customer emotions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2277-2292, December.
- Grégoire, Yany & Salle, Audrey & Tripp, Thomas M., 2015. "Managing social media crises with your customers: The good, the bad, and the ugly," Business Horizons, Elsevier, vol. 58(2), pages 173-182.
- Joëlle Vanhamme & Valérie Swaen & Guido Berens & Catherine Janssen, 2015. "Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility," Marketing Letters, Springer, vol. 26(4), pages 565-578, December.
- Paolo Antonetti & Stan Maklan, 2016. "An Extended Model of Moral Outrage at Corporate Social Irresponsibility," Journal of Business Ethics, Springer, vol. 135(3), pages 429-444, May.
- Balaji, M.S. & Jha, Subhash & Sengupta, Aditi Sarkar & Krishnan, Balaji C., 2018. "Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery," Journal of Business Research, Elsevier, vol. 86(C), pages 109-118.
- Qian Shang & Guanxiong Pei & Jia Jin & Wuke Zhang & Yuran Wang & Xiaoyi Wang, 2018. "ERP evidence for consumer evaluation of copycat brands," PLOS ONE, Public Library of Science, vol. 13(2), pages 1-13, February.
- Zhuang, Mengzhou & Cui, Geng & Peng, Ling, 2018. "Manufactured opinions: The effect of manipulating online product reviews," Journal of Business Research, Elsevier, vol. 87(C), pages 24-35.
- Cerasel O. Cuteanu & Ciprian Marcel Pop & Angela-Eliza Micu, 2025. "Systematic Review and Research Agenda Emphasizing Persuasion Knowledge Model as an Alternative Tool That Can Mitigate the Effect of Fake News on Consumers’ Intention to Adopt an Innovation," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 184-193.
More about this item
Keywords
humor; brand-to-brand dialogues; social media; competitive context; top dog brands; underdog brands;All these keywords.
NEP fields
This paper has been announced in the following NEP Reports:- NEP-MKT-2024-09-16 (Marketing)
- NEP-PAY-2024-09-16 (Payment Systems and Financial Technology)
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04666015. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.