What is brandjacking? Origin, conceptualization and effects of perceived dimensions of truth, mockery and offensiveness

Abstract

This paper defines brandjacking as an anti-commercial parody of an ad that sabotages and re-appropriates that ad's message out of its original context to unravel important truths and concerns about the brand. This is the first scholarly research that conceptualizes and coins the term brandjacking. It examines the effects of truth, mockery and offensiveness in brandjacking on attitudes toward the brand, skepticism, and intentions toward such brandjacked stimuli. Results from hierarchical multiple regression analyses demonstrate that even though consumers pardon a brand from its mockery in a brandjacked stimulus, the perceived dimensions of offensiveness and truth about the brand damage the brand so as to adversely impact brand attitudes. While truth about the brand in the brandjacked stimulus hurts the brand because it attempts to demystify and debunk brand claims, it helps the audience elicit a favorable attitude toward the stimulus itself and intentions to pass it along to others.