Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Géraldine Michel
Ouidade Sabri
France Pierre-Yves Lagroue
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
ARE BRAND PARODIES HARMFUL FOR THE BRAND RELATIONSHIP
1. ARE BRAND PARODIES
HARMFUL FOR THE
BRAND RELATIONSHIP?
Géraldine Michel
Professor – Sorbonne Business School– France
Ouidade Sabri
Associate Professor - Sorbonne Business School– France
Pierre-Yves Lagroue
Associate Professor , Sorbonne Business School– France
Consumer Brand Relationship Colloquium – March 2011
2. 2
1. Why is it so important
to study parody effects?
Michel, Sabri, Lagroue CBR 2011
3. Parody : phenomen
increasing
Parody is a creative art that transforms a serious copyrighted
work by using irony, humor or satire (Bush, Bush & Boller,
1994; Johnson 1 Spilger 2000)
Brand parodies can be either
positive or negative
Michel, Sabri, Lagroue CBR 2011
4. … At the same time
Maintaining or creating a good reputation for companies
is a main challenge and in all sectors.
So the analysis of negative parody effects is especially
important.
What changes in the brand perception ? What changes
in the brand relationship ?
Michel, Sabri, Lagroue CBR 2011
5. Little previous research
Little literature about parody
Little conceptualization to analyze parody effects
(Johnson and Spilger 2000; Bush, Bush, and Boller,
1994; Zinkhan,1994).
Few empirical results (Jean 2011; Ahluwalia, Burnkrant
and Unhava, 2000).
Michel, Sabri, Lagroue CBR 2011
6. 6
2. What are the research
objectives ?
Michel, Sabri, Lagroue CBR 2011
7. Research purposes
Analyse the impact of negative brand
parody on brand
Analyse ad attention and brand recall
Impact on brand relationship
Impact on word-of-mouth
Michel, Sabri, Lagroue CBR 2011
8. The hypothesis of
negative brand parody impact on brand
Brand
commitment
Behavior toward Brand
Logo attitude
Attention
Brand Recall
Brand relationship
Brand Affect
Brand trust
Brand word-of-mouth
Brand Reputation
H1 +
H2 =
H4 +
H3c -
H3b -
H3a -
H5 -
Negative logo
parody versus real
logo
Michel, Sabri, Lagroue CBR 2011
10. EXPERIMENT
METHODOLOGY
Specific focus on negative parody of 2 brands : Evian
(bottled mineral water) and Fnac (Cultural and
technological product retailer)
4 groups (experimental and control groups * 2 brands)
Online questionnaire, exposure to the logo on blog page
Sample
172 respondents
53% men
Age average : 31 years old
Michel, Sabri, Lagroue CBR 2011
11. Experimental groups / Control
groups
Sink, natural tap water
Money, profit maker
Evian, natural spring water
Fnac, idea shaker
Michel, Sabri, Lagroue CBR 2011
12. 12
4. What are the survey
results ?
Michel, Sabri, Lagroue CBR 2011
13. Do you recognize what you
see ?
In the experimental
group 31% saw
« evian » even though
we showed « evier »
logo.
In the experimental
group 48% saw
« fnac.com » even
though we showed
« fric.com » logo.
EVIAN FNAC
Michel, Sabri, Lagroue CBR 2011
Gestalt theory
14. ANOVA to compare experimental
and control group
Real
logo
Parodie
d logo
F P
Attention 3.36 3.73 3.25 .06
% Recall .83 .69 .10
Brand trust 3.80 3.76 .089 .76
Brand reputation 3.97 3.91 1.79 .67
Brand Affect 3.87 3.93 .153 .69
Word-of- Mouth 3.48 3.27 1.38 .22
Michel, Sabri, Lagroue CBR 2011
15. ANCOVA to test the commitment
moderating role
Commitment * cas
F P
Brand trust 1.05 .40
Brand reputation .95 .47
Brand Affect 1.48 .18
Word-of- Mouth .77 .61
Brand commitment doesn’t moderate the logo parody effects
Michel, Sabri, Lagroue CBR 2011
16. ANOVA to compare the logo
characteristic
Real
logo
Parodie
d Logo
F P
Credibility 3.18 2.90 3.50 .00
Humor 2.39 3.65 44.58 .00
Parodied logo is perceived as less credible and more
humorous than real logo
Michel, Sabri, Lagroue CBR 2011
18. Conclusion
Theoretical contributions
No effect of negative logo parody on brand
relationship
Reasons why
The parody claims are perceived to be less credible
than real brand claims but the credible content is
important in convincing.
The brand awareness dismisses the impact of
negative claims, now in this research Evian and Fnac
Brands have a high awareness.Michel, Sabri, Lagroue CBR 2011
19. Conclusion
Managerial contributions
Negative logo parody has no impact to the original
brand if not founded on specific issues(s) related to
the brand
Logo parody could increase the brand visiblity even
the parody could be perceived negative (ex:
Logorama)
Michel, Sabri, Lagroue CBR 2011
20. Limitations and further
research
Survey on negative parody advertising
(brand parody more explicite)
Survey on past or present brand issues
(brand which showed some issues on the past)
Before and after brand parody exposure
(with control group)
Michel, Sabri, Lagroue CBR 2011
22. Global results
Behavior towards Brand
Cognitive impact
Attention
Brand Recall
Brand relationship
Brand Affect
Brand trust
Brand word-of-mouth
Brand Reputation
H1 +
H2 =
H4
H3c
H3b
H3a
Negative logo
parody / real brand
logo
Brand
commitment
H5
Michel, Sabri, Lagroue CBR 2011
23. Outline
1. Why is it so important to study parody
effects ?
2. What are the research objectives ?
3. Which methodology did we use ?
4. What are the study results ?
Michel, Sabri, Lagroue CBR 2011
Editor's Notes
The parody source could be a logo, an advertising, or a joke in the movie. For instance in Shrek 2 movie, Starbuck brand was called Farbucks and the luxury brand Versace was called Versarcherry.
Shreck 2: Versarchery, Armani Armour, Burger Prince, Abercombie & Witch, Saxxon Fifth Avenue, Tower of London Records, Farbucks...
Tabasco effects on your estomac OMFG « O my funk god », scam= arnaque
When the consumer saw a brand parody what are the changes in the brand perception, what are the changes in the brand relationship?
Impact on the attention toward brand
Impact on the brand recall
Impact on the WOM about brand
À présenter sur la base d’un exemple
We studied 2 brands
We showed 2 logos to 2 different groups. Experimental group was exposed to the parodied logo and the control group was exposed to the real logo
Problem / issues
Importance of humorous content in recalling the claim
Some brands asked to the author why the brand logo was not in the movie. Some brands were disappoint to not see their own logo in the logorama movie. Because the parody means that the brand is strong, is a signal of brand power.
The Logorama movie is a short animation by H5. It won at the 2010 Oscars in the short film category. Full movie below.
In a world made up entirely of trademarks and brand names, Michelin Man cops pursue a criminal Ronald McDonald.
The results confirm only 2 hypothesis.
The consumer has higher attention towards evier than evian
The consumer makes the link between the logo and evian brand with no significant difference between the experimental and control group