A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä

Ironic festival brand co-creation




Julkaisun tekijät: Suomi Kati, Luonila Mervi, Tähtinen Jaana

Kustantaja: Elsevier Inc.

Julkaisuvuosi: 2020

Journal: Journal of Business Research

Tietokannassa oleva lehden nimi: Journal of Business Research

Volyymi: 106

ISSN: 0148-2963

eISSN: 1873-7978

DOI: http://dx.doi.org/10.1016/j.jbusres.2018.08.039


Tiivistelmä

This paper embraces the daring use of ironic humor in brand co-creation in festival branding. Innovative branding is an aspiration in the growing festival business. This study explores a unique case: a festival that applies ironic humor in its brand co-creation despite the risks involved. The findings suggest that the use of ironic humor, when made inherent to a festival's brand identity, can increase stakeholders' attention to and awareness of the festival and attract positive media attention. Moreover, the use of ironic humor can prompt stakeholders on social media to share and co-create the festival's brand identity. The study contributes to the literature on festival brand co-creation by demonstrating the use of ironic humor to engage stakeholders in brand co-creation.


Ladattava julkaisu

This is an electronic reprint of the original article.
This reprint may differ from the original in pagination and typographic detail. Please cite the original version.




Last updated on 2021-13-09 at 14:04