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Full-Text Articles in Business
Brand Wonder, Sunil Erevelles, Emily Hoffmann, Maanasi Bulusu
Brand Wonder, Sunil Erevelles, Emily Hoffmann, Maanasi Bulusu
Association of Marketing Theory and Practice Proceedings 2021
Affect is a core construct in the understanding of how consumers respond to marketing stimuli, such as brands, products, and communications, and is critical in the achievement of marketing outcomes (Erevelles 1998). Despite an extensive body of literature on affect in marketing that exists today, there appears to be an incomprehensible gap in the literature on the study of one type of emotion. This emotion has been described as “humanity’s most important emotion,” and the “one emotion (that) inspired our greatest achievements in science, art, and religion” (c.f., Prinz 2013, p1). That emotion is wonder. Adam Smith, often known as …
Turn The Other Cheek Or An Eye For Eye: Exploring Brand-To-Brand Dialogue On Social Media, Veronica Thomas, Kendra Fowler
Turn The Other Cheek Or An Eye For Eye: Exploring Brand-To-Brand Dialogue On Social Media, Veronica Thomas, Kendra Fowler
Association of Marketing Theory and Practice Proceedings 2021
While popular press articles frequently highlight humorous, snarky exchanges between brands on social media, academically, this behavior is relatively unexplored. As consumers’ perceptions of the use of humor in brand-to-brand dialogue may have meaningful managerial and theoretical implications, this research examines consumers’ perceptions of brands that engage in dialogue with one another on social media. To understand the dyadic relationship between two brands who engage with one another on social media, we explore two different types of humorous comments (low aggression and high aggression) and how the type of humor employed affects consumers’ perceptions of both the brand initiating the …