The effects of humor advertising on consumer brand perception – a case of Delta Corporation
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The research study investigate the impact of humour advertising and its extensive effects in creating brand perception among customers. Quantitative method which uses causal research design was used to a sample of 70 respondents among customers of TM supermarket in Ruwa. Regression analysis was employed to test the hypothesis. Simple random sampling technique was used through self-administered questionnaires. The collected data was then processed using SPSS. The findings showed that humour advertising when directed on three perceptual dimensions( humour appeal, quality appeal and positivity appeal) it positively influences consumer brand perception. Beverage products such as energy drinks, carbonated drinks and alcoholic drinks are examples of which humour advertising is most appropriate. Humour is associated with laughter therefore enables attention and brand recall. As a result it facilitate the purchase of products.
- Department of Marketing