【摘要】 品牌的批判性戏仿，即消费者或其他品牌受众以一种幽默和戏谑的方式来模仿特定品牌的产品、名称、标识、活动、广告、风格或特征等，以表达对品牌的不同想法和不满，使原本严肃官方的品牌意义或者品牌形象被重新构建。首先，相比于批判品牌核心意义的本质型批判性戏仿，针对品牌周边意义所展开的形式型批判性戏仿拉近了观察者-品牌关系，而良性进犯评价起到了中介作用。其次，先前品牌关系距离调节了批判性戏仿对观察者-品牌关系的影响，特别是在先前品牌关系距离近的时候，形式型批判性戏仿对观察者-品牌关系的积极影响显著增强。此外，对于形式型批判性戏仿，品牌采用幽默示弱的回应策略效果最佳，而对于本质型批判性戏仿，品牌最好采用幽默的良性解释来回应。研究结论对于品牌快速识别批判性戏仿类型、应对批判性戏仿及其影响，以更好地维护和提升观察者-品牌关系具有重要意义。更多还原

【Abstract】 Critical parody of a brand refers to consumers or other brand public imitating a specific brand’s products, name, logo, activities, advertisements, style, or features in a humorous and playful manner, in order to express different ideas and dissatisfaction with the brand, and to reconstruct the original official brand meaning or brand image. First, compared with the essential-type of critical parody, the superficial-type of critical parody brings the observer/brand relationship closer, while the benign violation appraisal plays a mediating role. Second, observer/brand relationship distance moderates the effect of critical parody on observer/brand relationship, especially when the observer/brand relationship was close, the positive effect of superficial critical parody on observer/brand relationship was significantly enhanced. In addition, for superficial critical parodies, humorously displaying weakness is an effective brand response strategy; whereas for essential critical parodies, a humorous benign explanation works better. The findings have important implications for how parodied brands can quickly identify and respond to critical parody and its effects in order to better maintain and enhance the observer/brand relationships.更多还原