Do you want to be roasted? : the boundaries of using dark humor as a brand-to-brand communication strategy
Jose Luis Saavedra Torres, Ashok Bhattarai, Anh Dang and Monika Rawal
| Year of publication: |
2024
|
|---|---|
| Authors: | Saavedra, José Luis ; Bhattarai, Ashok ; Dang, Anh ; Rawal, Monika |
| Subject: | Brand roasting | Brand-to-brand communication | Humor | Social networking sites | Social Web | Social web | Markenführung | Brand management | Kommunikation | Communication | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-12-2022-0370 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014521188