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Prankvertising – Pranks as a New Form of Brand Advertising Online
(Publishing House of Rzeszow University of Technology, 2014)
A practical joke (i.e. a prank) belongs to a category of disparagement humor, as it is a playful act held to amuse, tease or even mock the victim, and to entertain the audience. Alt-hough humor has been long exploited in ...
The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship
(Polskie Towarzystwo Socjologiczne, 2013)
The paper presents some preliminary findings on the role of consumer knowledge in cultural event sponsorships. Using a field design, the impact of consumer knowledge on the brand image transfer wasmeasured. Two international ...