2025 01 No.399 19-35
批判性戏仿对观察者-品牌关系的影响研究
基金项目(Foundation):
国家自然科学基金项目“准社会互动视角下CSR数字化沟通对品牌绩效的差异化影响、机制与管理对策”(72362008);
国家社会科学基金项目“‘区块链+供应链’融合的食品安全治理模式与策略研究”(21BGL104);
湖南大学哲学社会科学青年学术提升计划项目
邮箱(Email):
DOI:
10.14134/j.cnki.cn33-1336/f.2025.01.002
中文作者单位:
湖南大学工商管理学院;海南大学国际商学院;
摘要(Abstract):
品牌的批判性戏仿，即消费者或其他品牌受众以一种幽默和戏谑的方式来模仿特定品牌的产品、名称、标识、活动、广告、风格或特征等，以表达对品牌的不同想法和不满，使原本严肃官方的品牌意义或者品牌形象被重新构建。首先，相比于批判品牌核心意义的本质型批判性戏仿，针对品牌周边意义所展开的形式型批判性戏仿拉近了观察者-品牌关系，而良性进犯评价起到了中介作用。其次，先前品牌关系距离调节了批判性戏仿对观察者-品牌关系的影响，特别是在先前品牌关系距离近的时候，形式型批判性戏仿对观察者-品牌关系的积极影响显著增强。此外，对于形式型批判性戏仿，品牌采用幽默示弱的回应策略效果最佳，而对于本质型批判性戏仿，品牌最好采用幽默的良性解释来回应。研究结论对于品牌快速识别批判性戏仿类型、应对批判性戏仿及其影响，以更好地维护和提升观察者-品牌关系具有重要意义。
关键词(KeyWords):
批判性戏仿;观察者-品牌关系;良性进犯评价;先前品牌关系距离;品牌回应
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参考文献
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[28]OH T T,PHAM M T.A liberating-engagement theory of consumer fun [J].Journal of Consumer Research,2022,49(1):46-73.
[29]KANG H J,SHIN J,PONTO K.How 3D virtual reality stores can shape consumer purchase decisions:the roles of informativeness and playfulness [J].Journal of Interactive Marketing,2020,49(1):70-85.
[30]WARREN C,MCGRAW A P.Differentiating what is humorous from what is not [J].Journal of Personality Social Psychology,2016,110(3):407-430.
[31]DE HOUWER J,THOMAS S,BAEYENS F.Association learning of likes and dislikes:a review of 25 years of research on human evaluative conditioning [J].Psychological Bulletin,2001,127(6):853-869.
[32]THAI M,BORGELLA A M,SANCHEZ M S.It's only funny if we say it:disparagement humor is better received if it originates from a member of the group being disparaged [J].Journal of Experimental Social Psychology,2019,85:103-138.
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[34]张晓娟，王新刚，童泽林.企业家前台化行为动机感知，消费者-品牌关系距离与公司品牌评价[J].统计与决策，2015(24):193-195.
[35]ESCALAS J E,BETTMAN J R.Self-construal,reference groups,and brand meaning [J].Journal of Consumer Research,2005,32(3):378-389.
[36]徐岚，李振全，蒋怡然，等.品牌犯错情境下的自黑式回应策略[J].中国工业经济，2018(1):174-192.
[37]DARKE P R,BRADY M K,BENEDICKTUS R L,et al.Feeling close from afar:the role of psychological distance in offsetting distrust in unfamiliar online retailers [J].Journal of Retailing,2016,92(3):287-299.
[38]ORDABAYEVA N,CAVANAUGH L A,DAHL D W.The upside of negative:social distance in online reviews of identity-relevant brands [J].Journal of Marketing,2022,86(6):70-92.
[39]MANTOVANI D,DE ANDRADE L M,NEGR?O A.How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior [J].Journal of Retailing Consumer Services,2017,36(3):156-163.
[40]SHIN H,LARSON L R.The bright and dark sides of humorous response to online customer complaint [J].European Journal of Marketing,2020,54(8):2013-2047.
[41]BEAL M,GREGOIRE Y,CARRILAT F A.Let's laugh about it! Using humor to address complainers' online incivility [J].Journal of Interactive Marketing,2023,58(1):34-51.
[42]HERHAUSEN D,LUDWIG S,GREWAL D,et al.Detecting,preventing,and mitigating online firestorms in brand communities [J].Journal of Marketing,2019,83(3):1-21.
[43]BATISTA J M,BAROOS L S G,PEIXOTO F V,et al.Sarcastic or assertive:how should brands reply to consumers' uncivil comments on social media in the context of brand activism?[J].Journal of Interactive Marketing,2022,57(1):141-158.
[44]BEAL M,GREGOIRE Y.How do observers react to companies' humorous responses to online public complaints?[J].Journal of Service Research,2022,25(2):242-259.
[45]HOMBURG C,GROZDANOVIC M,KLAMANN M.Responsiveness to customers and competitors:the role of affective and cognitive organizational systems [J].Journal of Marketing,2007,71(3):18-38.
[46]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006(3):100-106.
[47]王新刚，李祖兰，张婷.社交媒体环境下被伤害品牌双面效价应对策略：群体极化理论视角[J].心理科学进展，2023(5):709-720.
[2]刘魏，夏誉凤.数字赋能的共同富裕效应研究[J].贵州大学学报(社会科学版),2024(2):18-36.
[3]VANDEN BERGH B G,LEE M,QUILLIAM E T,et al.The multidimensional nature and brand impact of user-generated in social media [J].International Journal of Advertising,2011,30(1):103-131.
[4]KRISTAL S,BAUMGARTH C,HENSELER J.“Brand play” versus “Brand attack”:the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists [J].Journal of Product & Brand Management,2018,27(3):334-347.
[5]DYNEL M.Isn't it ironic?Defining the scope of humorous irony [J].Humor,2014,27(4):619-639.
[6]PRITCHARD M,VAN DER WALDT D,CONRADIE D P.Response strategies to maintain emotional resonant brand reputations when targeted by user-generated brand parodies [J].Communicare:Journal for Communication Sciences in Southern Africa,2017,36(1):1-26.
[7]SIANO A,CONFETTO M G,VOLLERO A,et al.Redefining brand hijacking from a non-collaborative brand co-creation perspective [J].Journal of Product & Brand Management,2022,31(1):110-126.
[8]ZHANG Z,PATRICK V.Mickey D's has more street cred than McDonald's:consumer brand nickname use signals information authenticity [J].Journal of Marketing,2021,85(5):58-73.
[9]HE J X,ZHANG F.Dynamic brand positioning:a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world [J].European Journal of Marketing,2022,56(10):2774-2803.
[10]JOHNSON M,SPILGER U.Legal considerations when using parodies in advertising [J].Journal of Advertising,2000,29(4):77-86.
[11]BERTHON P R,PITT L F.Brands and burlesque:toward a theory of spoof advertising [J].AMS Review,2012,2(2):88-98.
[12]ROSE M.Parody:ancient,modern and post-modern [M].Cambridge:Cambridge University Press,1993,25-30.
[13]SABRI O.The detrimental effect of cause-related marketing parodies [J].Journal of Business Ethics,2018,151(2):517-537.
[14]SABRI O,MICHEL G.When do advertising parodies hurt?The power of humor and credibility in viral spoof advertisements [J].Journal of Advertising Research,2014,54(2):233-247.
[15]VELOUTSOU C,GUZMAN F.The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management [J].Journal of Product Brand Management,2017,26(1):2-12.
[16]TRUONG H B,JESUDOSS S P,MOLESWORTH M.Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking [J].Journal of Consumer Behaviour,2022,21(4):828-841.
[17]HOLT D B.Why do brands cause trouble?A dialectical theory of consumer culture and branding [J].Journal of Consumer Research,2002,29(1):70-90.
[18]K?HR A,NYFFENEGGER B,KROHMER H,et al.When hostile consumers wreak havoc on your brand:the phenomenon of consumer brand sabotage [J].Journal of Marketing,2016,80(3):25-41.
[19]GIESLER M.How doppelg?nger brand images influence the market creation process:longitudinal insights from the rise of botox cosmetics [J].Journal of Marketing,2012,76(6):55-68.
[20]MCGRAW A P,WARREN C,KAN C.Humorous complaining [J].Journal of Consumer Research,2015,41(5):1153-1171.
[21]ALVAREZ C,BRICK D J,FOURNIER S.Doing relationship work:a theory of change in consumer-rand relationships [J].Journal of Consumer Research,2021,48(4):610-632.
[22]BUSSER J A,SHULGA L.Involvement in consumer-generated advertising:effects of organizational transparency and brand authenticity on loyalty and trust [J].International Journal of Contemporary Hospitality Management,2019,31(4):1763-1784.
[23]ROEHM M L,H A ROEHM JR.Consumer responses to parodic ads [J].Journal of Consumer Psychology,2014,24(1):18-33.
[24]SHULGA L V,BUSSER J A,BAI B,et al.Branding co-creation with consumer-generated advertising:effect on creators and observers [J].Journal of Advertising,2023,52(1):5-23.
[25]THOTA S,VILLARREAL R.The effect of disparaging humor and offensiveness in hijacked advertising:the moderating effect of ad hijacking recognition [J].Journal of Consumer Marketing,2020,37(4):433-443.
[26]JEAN S.Brand parody:a communication strategy to attack a competitor [J].Journal of Consumer Marketing,2011,28(1):19-26.
[27]SPECK P S.The humorous message taxonomy:a framework for the study of humorous ads [J].Current Issues and Research in Advertising,1991,13(1/2):1-44.
[28]OH T T,PHAM M T.A liberating-engagement theory of consumer fun [J].Journal of Consumer Research,2022,49(1):46-73.
[29]KANG H J,SHIN J,PONTO K.How 3D virtual reality stores can shape consumer purchase decisions:the roles of informativeness and playfulness [J].Journal of Interactive Marketing,2020,49(1):70-85.
[30]WARREN C,MCGRAW A P.Differentiating what is humorous from what is not [J].Journal of Personality Social Psychology,2016,110(3):407-430.
[31]DE HOUWER J,THOMAS S,BAEYENS F.Association learning of likes and dislikes:a review of 25 years of research on human evaluative conditioning [J].Psychological Bulletin,2001,127(6):853-869.
[32]THAI M,BORGELLA A M,SANCHEZ M S.It's only funny if we say it:disparagement humor is better received if it originates from a member of the group being disparaged [J].Journal of Experimental Social Psychology,2019,85:103-138.
[33]KANT L,NORMAN E.You must be joking! Benign violations,power asymmetry,and humor in a broader social context [J].Frontiers in Psychology,2019,10:1380.
[34]张晓娟，王新刚，童泽林.企业家前台化行为动机感知，消费者-品牌关系距离与公司品牌评价[J].统计与决策，2015(24):193-195.
[35]ESCALAS J E,BETTMAN J R.Self-construal,reference groups,and brand meaning [J].Journal of Consumer Research,2005,32(3):378-389.
[36]徐岚，李振全，蒋怡然，等.品牌犯错情境下的自黑式回应策略[J].中国工业经济，2018(1):174-192.
[37]DARKE P R,BRADY M K,BENEDICKTUS R L,et al.Feeling close from afar:the role of psychological distance in offsetting distrust in unfamiliar online retailers [J].Journal of Retailing,2016,92(3):287-299.
[38]ORDABAYEVA N,CAVANAUGH L A,DAHL D W.The upside of negative:social distance in online reviews of identity-relevant brands [J].Journal of Marketing,2022,86(6):70-92.
[39]MANTOVANI D,DE ANDRADE L M,NEGR?O A.How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior [J].Journal of Retailing Consumer Services,2017,36(3):156-163.
[40]SHIN H,LARSON L R.The bright and dark sides of humorous response to online customer complaint [J].European Journal of Marketing,2020,54(8):2013-2047.
[41]BEAL M,GREGOIRE Y,CARRILAT F A.Let's laugh about it! Using humor to address complainers' online incivility [J].Journal of Interactive Marketing,2023,58(1):34-51.
[42]HERHAUSEN D,LUDWIG S,GREWAL D,et al.Detecting,preventing,and mitigating online firestorms in brand communities [J].Journal of Marketing,2019,83(3):1-21.
[43]BATISTA J M,BAROOS L S G,PEIXOTO F V,et al.Sarcastic or assertive:how should brands reply to consumers' uncivil comments on social media in the context of brand activism?[J].Journal of Interactive Marketing,2022,57(1):141-158.
[44]BEAL M,GREGOIRE Y.How do observers react to companies' humorous responses to online public complaints?[J].Journal of Service Research,2022,25(2):242-259.
[45]HOMBURG C,GROZDANOVIC M,KLAMANN M.Responsiveness to customers and competitors:the role of affective and cognitive organizational systems [J].Journal of Marketing,2007,71(3):18-38.
[46]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006(3):100-106.
[47]王新刚，李祖兰，张婷.社交媒体环境下被伤害品牌双面效价应对策略：群体极化理论视角[J].心理科学进展，2023(5):709-720.
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2025.01.002
中图分类号:F273.2;F274
引用信息:
[1]周玲,刘慧琳,李平.批判性戏仿对观察者-品牌关系的影响研究[J].商业经济与管理,2025,No.399(01):19-35.DOI:10.14134/j.cnki.cn33-1336/f.2025.01.002.
基金信息:
国家自然科学基金项目“准社会互动视角下CSR数字化沟通对品牌绩效的差异化影响、机制与管理对策”(72362008); 国家社会科学基金项目“‘区块链+供应链’融合的食品安全治理模式与策略研究”(21BGL104); 湖南大学哲学社会科学青年学术提升计划项目