‘That was funny, but what was the brand again?’

Abstract

AbstractThis study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage. The research design combined a content analysis of humour characteristics in commercials and a field study among consumers. In the field study, participants were exposed to existing commercials with obscured brand names and asked to reproduce the brand names. Results showed an interaction effect between the two humour characteristics: brand-related humour led to stronger brand linkage than unrelated humour, but this effect was found only for complex humour. The implications of these findings for the practice of advertising are discussed. Additional informationNotes on contributorsPaul van KuilenburgPaul van Kuilenburg graduated with an MSc in Communication Studies at the University of Twente (Enschede, The Netherlands) in 2008. Fascinated by consumer behaviour he started working for advertising agency Etcetera in Amsterdam, where he became head of the Business Intelligence Department. He is currently working as a junior strategic planner for Etcetera.Menno D.T. de JongMenno de Jong is a professor of communication studies at the University of Twente (Enschede, The Netherlands). He is editor of Technical Communication. His research focuses on corporate and organisational communication and on the validity of applied communication research techniques.Thomas J.L. van RompayThomas van Rompay is assistant professor at the department of Marketing Communication and Consumer Psychology at the University of Twente (Enschede, The Netherlands). His research interests include effects of product, environmental and advertising design on consumers' affective experiences and behaviours.