INFUENCE OF HUMOUR ADVERTISING ON CONSUMER BRAND PERCEPTION

Abstract

Humorous advertising has become a prominent tool for marketers to engage consumers and shape their perceptions of brands. This study delves into the impact of humor in advertising on consumer brand perception. Through a synthesis of existing literature on humor in advertising and consumer behavior, it examines how humor influences different aspects of brand perception, including attitudes, purchase intentions, recall, and loyalty. Moreover, this research investigates moderating factors such as cultural variances, product types, and individual disparities that could affect the efficacy of humor in advertising. By conducting a thorough analysis of empirical studies and theoretical frameworks, this study uncovers the mechanisms through which humor in advertising shapes consumer perceptions and provides insights into its implications for marketers. These findings deepen our understanding of humor's role in advertising strategies and offer actionable recommendations for marketers aiming to effectively utilize humor in their campaigns.