关键词: 品牌调侃, 品牌互黑, 品牌互撩, 品牌互捧, 品牌传播效果

Abstract: With the extensive and in-depth application of new media technologies, the interaction between brands has become increasingly diversified. In recent years, brands have begun to interact with each other in the form of one-to-one, one-to-many, many-to-one or alternate teasing on social media, using anthropomorphic expressions, such as mutual blackmail, mutual teasing, and mutual praising, which is collectively defined as brand teasing. Brand teasing not only captures the attention of consumers, but also promotes brand communication effectiveness. Currently, research on brand teasing between two or more brands on social media platforms is still in its infancy, and the research on the influence mechanism of brand communication effect is scarce. Therefore, this field needs to be further explored to enrich its theoretical foundation. This paper focuses on typical cases of brand teasing and uses a multi-case study approach to explore the effect of brand teasing on brand communication effectiveness and its underlying mechanisms. The findings indicate that brand teasing has a significant positive impact on brand communication effectiveness. Both brand identification and brand experience play an intermediary role in the relationship between brand teasing and brand communication effectiveness. This paper not only interprets the influence mechanism of brand teasing on brand communication effectiveness, but also expands the typology of brand teasing, providing valuable references for future academic research, and offers practical managerial implications for brand practitioners engaging in brand teasing.

Key words: brand teasing, brand mutual-deprecating humor, brand mutual flattery, brand mutual praising, brand communication effectiveness