A Review of Brand-to-brand Aggressive Humor

DOI

10.2991/978-94-6463-752-6_39How to use a DOI?

Keywords

Brand-to-brand aggressive humor; Brand teasing; Aggressive humor

Abstract

In the era of social media dominance, brand interaction strategies, particularly the use of aggressive humor, have become a new focal point in the field of marketing. However, existing research on brand-to-brand aggressive humor remains insufficient. This study aims to review the current literature on brand-to-brand aggressive humor, discussing brand teasing and aggressive humor, with the goal of providing theoretical foundations and practical guidance for brand teasing strategies.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qianying Hu
PY  - 2025
DA  - 2025/06/07
TI  - A Review of Brand-to-brand Aggressive Humor
BT  - Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
PB  - Atlantis Press
SP  - 369
EP  - 375
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-752-6_39
DO  - 10.2991/978-94-6463-752-6_39
ID  - Hu2025
ER  -