Can self-mockery allow brands to shed the ghosts of errors: the impact of self-deprecating humor on brand perception post-crisis
Bouchoucha, Mohamed Salah (A.A. 2024/2025) Can self-mockery allow brands to shed the ghosts of errors: the impact of self-deprecating humor on brand perception post-crisis. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 93. [Master's Degree Thesis]
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Abstract/Index
Brand communication and crisis management. Brand communication. Brand definition. Brand communication. Brand crisis. Definition. Types and classifications of brand crises. Causes and triggers of brand crises. Stakeholders’ perception and attribution of responsibility. Impact of brand crisis on brand equity and the overall brand. Brand crisis subsection summary. Brand crisis management. Conceptual foundations of brand crisis management. Crisis response strategies and communication approaches. Role of perceived sincerity in crisis management. Crisis management in the digital and social media environment. Irony as a communication tool: a zoom on self-deprecating humor in marketing. Humor in literature. Humor construct. Typologies and classifications of humor. Irony as a marketing communication tool. Self-deprecating humor. Conceptual foundations and functional mechanisms. Risks and strategic limitations of self-deprecating humor. The effect of self-deprecating humor on perceived sincerity. Research gaps and limitations in literature. Empirical study. Conceptual framework and hypotheses development. Description of the research. Research design and study overview. Crisis scenario and stimulus development. Sampling and data collection. Randomization and experimental procedure. Variables and measurements. Analytical approach. Study’s results.
References
Bibliografia: pp. 75-87.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | Monsurrò, Luigi |
| Academic Year: | 2024/2025 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Jun 2026 06:57 |
| Last Modified: | 25 Jun 2026 06:57 |
| URI: | https://tesi.luiss.it/id/eprint/46240 |
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