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

摘要： 随着新媒体技术的广泛应用，品牌间的互动方式也变得愈发多样化。近几年，品牌开始通过社交媒体采用拟人化的表达方式进行互动，包括一对一、一对多、多对一或轮番调侃的形式，具体表现为互黑、互撩、互捧等行为，这种互动形式被定义为“品牌调侃”。品牌调侃不仅吸引了消费者关注，还能有效提升品牌传播效果。然而，目前有关品牌调侃的研究仍处于起步阶段，尤其是对其品牌传播效果影响机制的研究较为匮乏，因此，该领域有待进一步深入探究，以丰富品牌调侃的研究内容。本研究聚焦于品牌调侃典型事件，采用多案例研究方法，系统分析品牌调侃对品牌传播效果的作用及其影响机制。研究发现：品牌调侃对品牌传播效果有显著正向影响；品牌认同和品牌体验均在品牌调侃与品牌传播效果中起中介作用；品牌知名度在品牌调侃与品牌传播效果中起调节作用。本研究不仅诠释了品牌调侃对品牌传播效果的影响机制，还拓展了对品牌调侃类型的研究，为后续研究的开展提供了参考借鉴，同时也为品牌调侃实践提供了管理启示。

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