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1999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。
幽默广告对品牌性别的影响研究
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参考文献
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引用本文
杜伟宇, 施赵昊, 柯文杰. 幽默广告对品牌性别的影响研究[J]. 外国经济与管理, 2023, 45(12): 137-151.
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