【摘要】 为探究品牌调侃中不同幽默风格对消费者自我-品牌联系的影响机制，明确感知真诚与感知乐趣的中介作用及品牌间关系的调节边界，基于人际调侃理论与品牌沟通理论，采用实验法设计两对不同行业情景的随机试验。研究结果表明：亲和幽默的品牌调侃风格相比于攻击幽默更能增强消费者自我-品牌联系，感知乐趣与感知真诚起中介作用；在非合作品牌间关系中，亲和幽默能通过提高感知乐趣与感知真诚增强自我-品牌联系；在合作品牌间关系中，亲和幽默与攻击幽默在增强自我-品牌联系上差异不显著。更多还原

【Abstract】 To explore the influencing mechanism of different humor styles in the brand teasing on consumers’ self-brand connection, clarify the mediating role of perceived sincerity and perceived entertainment and identify the moderating boundary of inter-brand relationships(cooperative vs.non-cooperative), this study, based on interpersonal teasing theory and brand communication theory,adopts an experimental approach with two randomized experiments set in distinct industry scenarios.The results show that compared with aggressive humor, the affiliative humor style in brand teasing is more effective in enhancing consumers’ self-brand connection, with perceived entertainment and perceived sincerity playing a mediating role; in non-cooperative inter-brand relationships, affiliative humor can strengthen self-brand connection by improving perceived entertainment and perceived sincerity; in cooperative inter-brand relationships, there is no significant difference between affiliative humor and aggressive humor in enhancing self-brand connection.更多还原