The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/11129 |
Resumo: | Humour is a growing trend in today’s marketing sphere. Despite the increasing number of managers approaching it, aspects influencing its effectiveness still remains unclear. The aim of this dissertation is thus to illuminate the influence of product type, humour type, brand attitude, and gender on humour effectiveness for the Danish population. This dissertation met the research aim through an extensive study of relevant literature and empirical research. The latter was carried out through a mixture of quantitative and qualitative methods. A sequential framework was developed based on the literature review, displaying the assumed interrelation between the facets. Interactions supported by the empirical findings. The findings revealed that brand attitude affects ad attitude through humour attitude. Additionally, ad attitude was confirmed to influence brand attitude, though only for yellow and white products. Overall the interrelations depicted in the framework were evidently influenced by the product type approached, the humour type chosen, and the gender focused upon. Subsequently, verifying the following interactions between the facets: The brand focused on affects the product type chosen which then influences the humour type approached. Continuing, the humour type affects the ad attitude which in turn influences the brand attitude. Additionally, gender is assumed to influence the product type chosen, the humour type approached, and the subsequent ad attitude. To flourish managers must therefore understand the prominence of brand attitude, product type, humour type, and gender on attitude towards the ad. Subsequently, managers should acknowledge the important interrelation among the facets and act accordingly. |
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The influence of product type, humour type, brand attitude, and gender on humour effectiveness in adsMarketingConsumer behaviourAdvertisingHumour in advertisementsHumour is a growing trend in today’s marketing sphere. Despite the increasing number of managers approaching it, aspects influencing its effectiveness still remains unclear. The aim of this dissertation is thus to illuminate the influence of product type, humour type, brand attitude, and gender on humour effectiveness for the Danish population. This dissertation met the research aim through an extensive study of relevant literature and empirical research. The latter was carried out through a mixture of quantitative and qualitative methods. A sequential framework was developed based on the literature review, displaying the assumed interrelation between the facets. Interactions supported by the empirical findings. The findings revealed that brand attitude affects ad attitude through humour attitude. Additionally, ad attitude was confirmed to influence brand attitude, though only for yellow and white products. Overall the interrelations depicted in the framework were evidently influenced by the product type approached, the humour type chosen, and the gender focused upon. Subsequently, verifying the following interactions between the facets: The brand focused on affects the product type chosen which then influences the humour type approached. Continuing, the humour type affects the ad attitude which in turn influences the brand attitude. Additionally, gender is assumed to influence the product type chosen, the humour type approached, and the subsequent ad attitude. To flourish managers must therefore understand the prominence of brand attitude, product type, humour type, and gender on attitude towards the ad. Subsequently, managers should acknowledge the important interrelation among the facets and act accordingly.2016-03-23T13:26:05Z2015-01-01T00:00:00Z20152015-05info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/11129TID:201200830engNielsen, Milleinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:59:15Zoai:repositorio.iscte-iul.pt:10071/11129Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:31:04.093731Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads |
title |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads |
spellingShingle |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads Nielsen, Mille Marketing Consumer behaviour Advertising Humour in advertisements |
title_short |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads |
title_full |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads |
title_fullStr |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads |
title_full_unstemmed |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads |
title_sort |
The influence of product type, humour type, brand attitude, and gender on humour effectiveness in ads |
author |
Nielsen, Mille |
author_facet |
Nielsen, Mille |
author_role |
author |
dc.contributor.author.fl_str_mv |
Nielsen, Mille |
dc.subject.por.fl_str_mv |
Marketing Consumer behaviour Advertising Humour in advertisements |
topic |
Marketing Consumer behaviour Advertising Humour in advertisements |
description |
Humour is a growing trend in today’s marketing sphere. Despite the increasing number of managers approaching it, aspects influencing its effectiveness still remains unclear. The aim of this dissertation is thus to illuminate the influence of product type, humour type, brand attitude, and gender on humour effectiveness for the Danish population. This dissertation met the research aim through an extensive study of relevant literature and empirical research. The latter was carried out through a mixture of quantitative and qualitative methods. A sequential framework was developed based on the literature review, displaying the assumed interrelation between the facets. Interactions supported by the empirical findings. The findings revealed that brand attitude affects ad attitude through humour attitude. Additionally, ad attitude was confirmed to influence brand attitude, though only for yellow and white products. Overall the interrelations depicted in the framework were evidently influenced by the product type approached, the humour type chosen, and the gender focused upon. Subsequently, verifying the following interactions between the facets: The brand focused on affects the product type chosen which then influences the humour type approached. Continuing, the humour type affects the ad attitude which in turn influences the brand attitude. Additionally, gender is assumed to influence the product type chosen, the humour type approached, and the subsequent ad attitude. To flourish managers must therefore understand the prominence of brand attitude, product type, humour type, and gender on attitude towards the ad. Subsequently, managers should acknowledge the important interrelation among the facets and act accordingly. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-01T00:00:00Z 2015 2015-05 2016-03-23T13:26:05Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/11129 TID:201200830 |
url |
http://hdl.handle.net/10071/11129 |
identifier_str_mv |
TID:201200830 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134872270274560 |