'That was funny, but what was the brand again?': Humorous television commercials and brand linkage

This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage.

'That was funny, but what was the brand again?': Humorous television commercials and brand linkage

Paul van Kuilenburg, Menno D.T. de Jong and Thomas J.L. van Rompay

Institute for Behavioral Research, University of Twente

Despite the controversies about the effectiveness of humorous advertisements, it cannot be denied that humour plays a prominent role in advertising. According to Beard (2005), one out of every five television ads contains humorous appeals. Earlier estimates of the proportion of ads using humour even amount to 30% and up (Weinberger & Campbell 1991; Weinberger et al.1995). In line with...

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