How does meme marketing affect brand love and customer engagement: Moderator Role of Brand Reputation: Evidence from VietNam?

Abstract

Context: In recent years, meme marketing has gained significant traction as a way for brands to connect with younger, digitally-savvy audiences, especially Gen Z. However, there is limited research on how brand elements like logos and product images in meme content influence consumer perception and behavior. This study aims to fill this gap by exploring the factors that shape consumers’ cognitive and emotional responses to brand memes. Theoretical Framework: This research is grounded in the Cue Utilization Theory (CUT), which suggests that consumers interpret brand-related cues in different ways, depending on both cognitive and emotional processes. The study focuses on the cognitive (CAB) and affective (ATB) responses to brand memes, exploring how humor, trendiness, and meme-brand congruity, novelty, comprehensibility shape attitudes and behaviors. Methodology: The study employs a quantitative research design, collecting data from 455 consumers who have encountered brand memes and analyzed the data using the PLS-SEM model. Results: The findings show that humor is the most influential factor for both cognitive and emotional responses to brand memes. Emotional connections (ATB) are found to have a stronger impact on brand love and customer engagement than cognitive attitudes (CAB). Additionally, brand reputation plays a moderating role in strengthening the link between cognitive attitudes and brand love but does not significantly affect customer engagement. Recommendations: The study suggests that brands should focus on creating humorous and emotionally resonant memes to enhance consumer engagement and attachment. It also recommends leveraging brand reputation strategically to amplify the effectiveness of meme marketing campaigns