Contributors
Articles by Howe, Holly S.
Howe, Holly S.; Zhou, Lingrui; Dias, Rodrigo S.; Fitzsimons, Gavin J.
Humor has been a popular marketing strategy throughout the years. In our research, we argue that if a brand wants to use humor, they benefit more from using clever humor versus merely being funny. When a brand uses clever humor, it is better able to connect with the audience, which can lead to more positive brand attitudes and greater brand engagement.
