Using Humor to Sell Product : The Case of Heineken

Today marketing is in the middle of a main paradigm alteration. Instead of fear or other distress, more and more marketers are shifting to humor (Stanley 2015). The influences of humor in advertisement have long been of great apprehension in academicals as well as practical. In Vietnam, humor in advertisement has been engaged by various brands, yet little understanding of its application has been presented. Furthermore, preceding researches had shown that humor also contributes to the advertising effectiveness, get customers attention as well as enhance the attitude of customers toward the ads. Methodically, this research employed quantitative approach, which applied Structural Equation Modeling, utilized by Partial Least Square method (PLS-SEM) analysis for a sample size of 120 respondents. The results have confirmed significant impacts of Humor on advertisement likability and Consumer attitude toward the brand as well as their beliefs toward the brand and Brand Purchase Intention. Significantly, there are considerate recommendations for advertisers in Vietnam.