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Keywords: Humour
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (1): 19–26.
Published: 25 January 2011
... communication by playing negative humour with an anti‐commercial style represents a real threat for the brand parodied. Originality/value This research measured the effect of parody on attitude toward the brand parodied by its competitor. For this, the original materials were used (iPod advertising and iPod...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1997) 14 (5): 334–337.
Published: 01 October 1997
... relationship with it, if it (the Bug) was willing, that transcended its physical qualities. © MCB UP Limited 1997 Consumer behaviour Consumer marketing Humour The defining nature of “stuff”: 1. <1920‐30s ‐ no stuff, 2. 1940‐50s ‐ any stuff/the right stuff, 3. 1960...
