Abstract

This paper defines brandjacking as an anti-commercial parody of an ad that sabotages and re-appropriates that ad's message out of its original context to unravel important truths and concerns about the brand. This is the first scholarly research that conceptualizes and coins the term brandjacking. It examines the effects of truth, mockery and offensiveness in brandjacking on attitudes toward the brand, skepticism, and intentions toward such brandjacked stimuli. Results from hierarchical multiple regression analyses demonstrate that even though consumers pardon a brand from its mockery in a brandjacked stimulus, the perceived dimensions of offensiveness and truth about the brand damage the brand so as to adversely impact brand attitudes. While truth about the brand in the brandjacked stimulus hurts the brand because it attempts to demystify and debunk brand claims, it helps the audience elicit a favorable attitude toward the stimulus itself and intentions to pass it along to others.

摘要

本文将品牌劫持定义为对广告的反商业模仿，它会从其原始内容中破坏并重新分配该广告的信息，以阐明有关该品牌的重要真相和关注点。这是第一个将“品牌劫持”一词概念化并创造出来的学术研究。它考察了真相，嘲弄和冒犯性在品牌劫持中对品牌态度，怀疑态度和对此类品牌劫持刺激的意图的影响。分层多元回归分析的结果表明，即使消费者在品牌劫持刺激下从嘲笑中赦免了品牌，但令人感到反感的程度和关于品牌的真相会损害品牌，从而对品牌态度产生不利影响。