Brand parody: a communication strategy to attack a competitor

Abstract

Purpose

The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody.

Design/methodology/approach

The data collection was carried out in an experiment design in two steps (before and after brand parody exposure) in order to measure the effects of a parody exposition on brand‐parodied attitude.

Findings

The results show that average level of attitude toward the brand parodied is significantly different after exposure to the advertisement that parodies it. Thus, the average level of attitude toward the brand parodied is significantly different in accordance with the degree to which those exposed to parodies are subject to feelings of anti‐commercial rebellion.

Practical implications

This study shows that a brand parody communication by playing negative humour with an anti‐commercial style represents a real threat for the brand parodied.

Originality/value

This research measured the effect of parody on attitude toward the brand parodied by its competitor. For this, the original materials were used (iPod advertising and iPod parody advertising made by its competitor).

Citation

Jean, S. (2011), "Brand parody: a communication strategy to attack a competitor", Journal of Consumer Marketing, Vol. 28 No. 1, pp. 19-26. https://doi.org/10.1108/07363761111101912