本研究置於中共灰色地帶行動與認知作戰日益常態化的脈絡下，探討社群上流傳的自嘲式軍事迷因，如何影響民眾對國軍品牌形象的評價。相較於過去多聚焦於官方宣傳與徵兵廣告之研究，本研究聚焦「非官方、自嘲式迷因」此一傳播模式，並結合幽默感知、品牌真實性與品牌信任等概念，建構連續中介模型，以檢驗其心理歷程與作用機制。
本研究採單因子組間實驗設計，共獲得150份有效樣本。研究結果顯示，相較於非自嘲式迷因，自嘲式迷因能顯著提升受眾對國軍品牌形象的整體評價。進一步分析亦指出，自嘲式迷因可顯著提升受眾幽默感知，而幽默感知對品牌真實性具有正向影響，但對品牌信任的影響並不顯著。品牌真實性有助於強化品牌信任，而品牌真實性與品牌信任皆能正向提升品牌形象。整體而言，自嘲式迷因可藉由提升幽默感知，進而影響受眾對國軍是否忠於本質、言行是否一致之判斷，並在此基礎上建立信任、強化整體品牌形象。由此可見，自嘲式迷因在高度權威與嚴肅的國軍情境中並非必然負面影響形象，反而可在特定條件下透過幽默與真實性促進信任與正面評價。
在理論層面，本研究將迷因與自嘲式幽默的討論延伸至公部門與軍事品牌領域，補足相關實證缺口；在實務層面，研究結果可作為國軍與國防傳播單位回應並運用社群迷因風潮時的策略參考。

This study, situated in the context of the Chinese Communist Party’s increasingly normalized gray-zone operations and cognitive warfare, examines how self-deprecating military memes circulating on social media influence public evaluations of the Republic of China (ROC) Armed Forces’ brand image. In contrast to prior research that has largely focused on official publicity and recruitment advertising, this study centers on “unofficial, self-deprecating memes” as a mode of communication. It integrates the concepts of perceived humor, brand authenticity, and brand trust to construct a serial mediation model that captures the underlying psychological processes and mechanisms.
A single-factor between-subjects experimental design was adopted, yielding 150 valid responses. The findings indicate that, compared with non–self-deprecating memes, self-deprecating memes significantly enhance audiences’ overall evaluation of the ROC Armed Forces’ brand image. Further analyses show that self-deprecating memes significantly increase perceived humor and that perceived humor has a positive effect on brand authenticity but no significant direct effect on brand trust. Brand authenticity, in turn, strengthens brand trust, and both brand authenticity and brand trust positively enhance brand image. Overall, by elevating perceived humor, self-deprecating memes can influence audiences’ judgments about whether the ROC Armed Forces remain true to their essence and consistent in word and deed, thereby fostering trust and improving brand image. These results suggest that, in the highly authoritative and serious context of the armed forces, self-deprecating memes do not necessarily erode brand image; under specific conditions, they can instead promote trust and positive evaluations through humor and perceived authenticity.
At the theoretical level, this study extends discussions of memes and self-deprecating humor to public-sector and military branding, thereby addressing a notable empirical gap. At the practical level, the findings provide a strategic reference for the ROC Armed Forces and defense communication agencies when responding to and engaging with the social media meme environment.

任慶宗、許慈月、王靖欣（2011）。國軍訊息對國軍聲望和國軍形象與組織吸引力之影響：以國軍人才招募為例。國防管理學術暨實務研討會。臺北。
朱祥志、李珠華（2021）。國軍形象與服務品質對從軍意願影響之研究－以花蓮地區高中職為例。計量管理期刊，18(2)，1-16。
余姍芸、施文禮（2020）。迷因圖用於多模式溝通之初探。2020ICWVCD視覺傳達設計國際研討會。雲林。
李冠成（2022）。民眾對國軍印象不佳的成因及影響：次級資料的驗證與探索運用。復興崗學報，(120)，109-142。
李冠成（2024）。環境／情境對臺灣民眾抗敵意志之影響：2021～2023年的實證分析。政治學報，(77)，45-77。
汪子錫（2010）。負面新聞對國軍形象影響探析。國防雜誌，25(3)，8-29。
沈郁紋、楊濱燦（2025）。品牌真實性、自我一致性與品牌依附關係之研究－以網紅自創服飾為例。紡織綜合研究期刊，35(3)，111-123。
林中瑛（2021）。國軍社群媒體發布訊息之框架策略分析：以《中華民國陸軍臉書》為例。軍事社會科學專刊，(19)，77-102。
林中瑛（2024）。俄烏戰爭社群媒體運用對國軍反制認知作戰之啟示。俄烏戰爭專題研析。桃園。
林疋愔（2025）。2024年中共對臺軍演認知戰研析。戰略安全研析，(190)，23-33。
林宜風、張淑楨、鈕則勳（2023）。迷因應用於行銷和政治領域的策略與效果研究。中國廣告學刊，(28)，75-100。
林聖凱（2024）。建構國軍品牌形象策略之研究—以2023年青年日報電子報為例。國防大學碩士論文，未出版，臺北。
邱誌偉、徐玉華、張傳忠（2021）。全聯企業社會責任、品牌形象、品牌信任與購買意願之研究。管理資訊計算，10(1)，95-104。
凃怡姿、謝奇明、謝奇任（2018）。形象廣告溝通效果之重要影響因素：以2015與2016年國軍形象廣告為例。中國廣告學刊，(23)，38-69。
郁瑞麟、蔣忠諺（2025）。中共灰色地帶軍事手段對臺海安全之影響－以共軍2022～2023三次圍臺軍演為例。國防雜誌，40(1)，53-76。
張富傑（2021）。當政府也開始KUSO : Memes！臉書「迷因梗圖」之於公民的口碑效果 以及對政府廣告態度、品牌態度之影響。輔仁大學碩士論文，未出版，臺北。
張琳禎（2014）。品牌真實性知覺與購買意願關係之研究－以韓國公司品牌為例。韓國學報，(25)，81-128。
張雅茹（2024）。公部門使用網路迷因實施政策行銷的效果–以「海巡署長室」臉書粉絲專頁為例。國防大學碩士論文，未出版，臺北。
傅文成、黃琝戬（2020）。募兵行不行？國軍招募廣告的效能檢驗：調節焦點與社會距離的觀點。復興崗學報，(116)，1-39。
楊詠維（2024）。視覺識別系統創作研究-以海軍敦睦遠航為例。高雄師範大學碩士論文，未出版，高雄。
董侑儒、藍天雄、藍毓華（2019）。品牌信任建立忠誠度之研究－以NIKE為例。中華管理發展評論，8(2)，1-10。
劉文（2024）。弱情感與「新冷戰」：美中臺地緣政治衝突下的網路迷因與中介情感。中外文學，53(2)，55-98。
劉智年（2024）。當前中共對臺經濟及社會採取制裁性舉措之政策目的評估。清流雙月刊，(53)，25-30。
劉智年（2025）。國際秩序變動下之臺灣外部威脅與全社會防衛韌性之建立。清流雙月刊，(56)，4-9。
蔡明翰（2024）。數位時代下的政府：分析四個使用迷因經營Facebook的中央政府機構。國立臺灣大學碩士論文，未出版，臺北。
蔡柏宏（2021）。什麼是「迷因」？。新使者，(179)，4-7。
鄭經禧（2009）。國軍人才招募行銷廣告訊息分析。國防大學政治作戰學院碩士論文，未出版，臺北。
鄭豪（2024）。國軍形象建構之策略與改變－以國軍文藝金像獎得獎作品為例。國立政治大學碩士論文，未出版，臺北。
繆敏志、施權峰、李采靜（2025）。地獄梗對Instagram使用者參與行為之影響：攻擊型幽默與道德哲學之調節角色－以大學生為例。臺北商業論叢，2(2)，27-
繆敏志、施權峰、簡英如、李采靜、張碩彤（2023）。網紅代言人可信度對購買意願之影響：影片內容可信度、信任傾向與刺激尋求之調節式中介模型檢測－以美妝YouTuber為例。觀光與休閒管理期刊，11(2)，55-80。
顏瑞宏（2023）。從戰略威嚇到迷因變異：中國繞島巡航溝通訊息的社群流動與演化。臺灣傳播學刊，(44)，127-179。
羅治傑、王皜宇、陳昱璟、唐學明（2018）。正面與負面網路訊息影響國軍形象的大數據分析。復興崗學報，(113)，143-179。
羅經瑋（2024）。國軍幽默文宣對分享意圖與國軍形象之影響。國防大學碩士論文，未出版，臺北。https://hdl.handle.net/11296/z7yr6w
龔書逵、黃耀宗（2025）。我國國軍文宣影片成效研析－以文字探勘技術比較總統及國防部發言人臉書為例。軍事社會科學專刊，(26)，91-126。
American Marketing Association. (1960). Marketing definitions: A glossary of marketing terms.
Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Army, U. S. (2011). Army AL&T Magazine: Soldiers as the decisive edge .
Afriani, R., & Syah, T. Y. R. (2019). Brand communications effect, brand images, and brand trust over loyalty brand building at PT Sanko Material Indonesia. Journal of Multidisciplinary Academic, 3(3), 44-50.
Ahmad, A., & Thyagaraj, K. S. (2015). Impact of brand personality on brand equity: The role of brand trust, brand attachment, and brand commitment. Indian Journal of Marketing, 45(5), 14-26.
Akbar, M. M., & Wymer, W. (2017). Refining the conceptualization of brand authenticity. Journal of Brand Management, 24(1), 14-32.
Alam, S. S., & Yasin, N. M. (2010). The antecedents of online brand trust: Malaysian evidence. Journal of Business Economics and Management, 11(2), 210-226.
Alan, A. K., & Kabadayı, E. T. (2014). Quality antecedents of brand trust and behavioral intention. Procedia-Social and Behavioral Sciences, 150, 619-627.
Albayrak, T., Rosario González-Rodríguez, M., Caber, M., & Karasakal, S. (2023). The use of mobile applications for travel booking: Impacts of application quality and brand trust. Journal of Vacation Marketing, 29(1), 3-21.
Alhaddad, A. (2015). A structural model of the relationships between brand image, brand trust and brand loyalty. International Journal of Management Research and Reviews, 5(3), 137.
Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01-08.
Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13), 228-239.
Ask, K., & Abidin, C. (2018). My life is a mess: Self-deprecating relatability and collective identities in the memification of student issues. Information, Communication & Society, 21(6), 834-850.
Aunger, R. (2002). The electric meme: A new theory of how we think. Simon and Schuster.
Agrawal, A., Balcı, H., Hanspers, K., Coort, S. L., Martens, M., Slenter, D. N. (2024). WikiPathways 2024: next generation pathway database. Nucleic Acids Research, 52(D1), D679-D689.
Asikainen, T., & Hietanen, H. (2025). Ulkosuomalaisten varusmiesten kokemuksia tuesta ja identiteetin rakentumisesta suomalaisessa varuskunnassa [Bachelor’s thesis, Diakonia-ammattikorkeakoulu]. Diakonia-ammattikorkeakoulu
Beverland, M. (2005). Brand management and the challenge of authenticity. Journal of Product & Brand Management, 14(7), 460-461.
Bailey, T. L., Johnson, J., Grant, C. E., & Noble, W. S. (2015). The MEME suite. Nucleic Acids Research, 43(W1), W39-W49.
Bailey, T. L., Williams, N., Misleh, C., & Li, W. W. (2006). MEME: discovering and analyzing DNA and protein sequence motifs. Nucleic Acids Research, 34(suppl_2), W369-W373.
Barijan, D., Ariningsih, E. P., & Rahmawati, F. (2021). The influence of brand trust, brand familiarity, and brand experience on brand attachments. Journal of Digital Marketing and Halal Industry, 3(1), 73-84.
Başer, İ., Cintamür, İ., & Arslan, F. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 37(2), 101-128.
Benhardy, K. A., Hardiyansyah, H., Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, 10(14), 3425-3432.
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426.
Beverland, M. (2009). Building brand authenticity: Seven habits of iconic brands. Springer.
Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838-856.
Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003-1029.
Bhandari, M., & Rodgers, S. (2020). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. In S.-C. Chu, J. Kim, & C. R. Taylor (Eds.), Electronic word of mouth as a promotional technique: New insights from social media (pp. 125–141). Routledge.
Bigné, E., Ruiz-Mafé, C., & Badenes-Rocha, A. (2023). The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study. Journal of Business Research, 157, 113628.
Bilgin, Y., & Kethüda, Ö. (2022). Charity social media marketing and its influence on charity brand image, brand trust, and donation intention. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 33(5), 1091-1102.
Blackmore, S. (2000). The memes’ eye view. In R. Aunger (Ed.), Darwinizing culture: The status of memetics as a science (pp. 25–42). Oxford University Press.
Brüns, J. D., & Meißner, M. (2024). Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity. Journal of Retailing and Consumer Services, 79, 103790.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
Brodie, R. (2009). Virus of the mind: The new science of the meme. Hay House, Inc.
Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. In Z. Gürhan-Canli, C. Otnes, & R. J. Zhu (Eds.), Advances in Consumer Research (Vol. 40, pp. 567–576). Association for Consumer Research.
Benington, J., & Moore, M. H. (2011). Public value in complex and changing times. In J. Benington & M. H. Moore (Eds.), Public Value: Theory and Practice (pp. 1–30). Palgrave Macmillan.
Bauckhage, C. (2011). Insights into internet memes. Proceedings of the International AAAI Conference on Web and Social Media, 42-49.
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
Bischetti, L., Canal, P., & Bambini, V. (2021). Funny but aversive: A large-scale survey of the emotional response to Covid-19 humor in the Italian population during the lockdown. Lingua, 249, 102963.
Campagna, C. L., Donthu, N., & Yoo, B. (2023). Brand authenticity: literature review, comprehensive definition, and an amalgamated scale. Journal of Marketing Theory and Practice, 31(2), 129-145.
Cannizzaro, S. (2016). Internet memes as internet signs: A semiotic view of digital culture. Σημειωτκή-Sign Systems Studies, 44(4), 562-586.
Castaño Díaz, C. M. (2013). Defining and characterizing the concept of Internet Meme. Ces Psicología, 6(2), 82-104.
Chaffee, S. H., & Schleuder, J. (1986). Measurement and effects of attention to media news. Human Communication Research, 13(1), 76-107.
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398-406.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58.
Chavadi, C. A., Sirothiya, M., Menon, S. R., & MR, V. (2023). Modelling the effects of social media–based brand communities on brand trust, brand equity and consumer response. Vikalpa, 48(2), 114-141.
Cui, T., & Aulton, K. (2023). Conceptualizing the elements of value in public services: insights from practitioners. Public Management Review, 1-23.
Chen, R., & Yan, H. (2025). UGC’s self-deprecation humor and sustainable brand support attitude on social media: expansion of the perspective of affective events theory. Behaviour & Information Technology, 44(8), 1493-1520.
Chen, X., You, E. S., Lee, T. J., & Li, X. (2021). The influence of historical nostalgia on a heritage destination's brand authenticity, brand attachment, and brand equity: Historical nostalgia on a heritage destination's brand authenticity. International Journal of Tourism Research, 23(6), 1176-1190.
Chen, Z. F., & Cheng, Y. (2020). Consumer response to fake news about brands on social media: the effects of self-efficacy, media trust, and persuasion knowledge on brand trust. Journal of Product & Brand Management, 29(2), 188-198.
Chen-Yu, J., Cho, S., & Kincade, D. (2016). Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust. Journal of Global Fashion Marketing, 7(1), 30-44.
Chinomona, E., & Maziriri, E. T. (2017). The influence of brand trust, brand familiarity and brand experience on brand attachment: a case of consumers in the Gauteng Province of South Africa. Journal of Economics and Behavioral Studies, 9(1), 69-81.
Cistulli, M., Jacobs, R., & Snyder, J. (2015). Global force for branding: A study of attitudes, intentions, the military, and the wars overseas. Journal of Promotion Management, 21(2), 190-207.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
Cuong, D. T. (2020). The effect of brand identification and brand trust on brand commitment and brand loyalty at shopping malls. International Journal of Advanced Science and Technology, 29(7), 695-706.
Cuong, D. T. (2020). The influence of brand satisfaction, brand trust, brand preference on brand loyalty to laptop brands. Systematic Reviews in Pharmacy, 11(11), 95-101.
Cuong, D. T. (2020). The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention. International Journal of Psychosocial Rehabilitation, 24(6), 14726-14735.
Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory, 9(1), 141-144.
Chung, H., & Zhao, X. (2011). The effects of humor on ad processing: Mediating role of brand familiarity. Journal of Promotion Management, 17(1), 76-95.
Dynel, M. (2009). Beyond a joke: Types of conversational humour. Language and linguistics Compass, 3(5), 1284-1299.
Dynel, M. (2016). “I has seen image macros!” Advice animals memes as visual-verbal jokes. International Journal of Communication, 10, 660-688.
D Dawkins, R. (1976). Hierarchical organisation: A candidate principle for ethology. In P. P. G. Bateson & R. A. Hinde (Eds.), Growing Points in Ethology (pp. 7–54). Cambridge University Press.
Dabirian, A. (2020). Unpacking employer branding in the information technology industry (Doctoral thesis, KTH Royal Institute of Technology). KTH DiVA.
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939-947.
Davies, C. (1993). Exploring the thesis of the self-deprecating Jewish sense of humor. In A. Ziv & A. Zajdman (Eds.), Semites and stereotypes: Characteristics of Jewish humor (pp. 29–46). Greenwood Press.
Davison, P. (2012). The language of internet memes. In M. Mandiberg (Ed.), The social Media Reader (pp. 120–134). New York University Press.
Deheshti, M., Adabi Firouzjah, J., & Alimohammadi, H. (2016). The relationship between brand image and brand trust in sporting goods consumers. Annals of Applied Sport Science, 4(3), 27-34.
Delgado‐Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European journal of Marketing, 38(5/6), 573-592.
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11-12), 1238-1258.
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2005). Does brand trust matter to brand equity?. Journal of Product & Brand Management, 14(3), 187-196.
Dennett, D. C. (1990). Memes and the exploitation of imagination. The Journal of Aesthetics and Art Criticism, 48(2), 127-135.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25-34.
Dumitrache, V., & Baba, C. A. (2019). Military Branding And Marketing. The Comparative Cases Of The Us And Ro Forces. Journal of Smart Economic Growth, 4(3), 81-91.
Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., & Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340-348.
Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.
El Naggar, R. A. A., & Bendary, N. (2017). The Impact of Experience and Brand trust on Brand loyalty, while considering the mediating effect of brand Equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business & Management Review, 9(2), 16-25.
Elena, D. B., & Jose, L. M. A. (2001). Brand trust in the context of consumer loyalty. European journal of Marketing, 35(11-12), 1238-1258.
Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The effect of social media marketing on brand image, brand trust, and purchase intention of Somethinc skincare products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104-114.
Eshuis, J., & Klijn, E.-H. (2012). Branding in governance and public management. Routledge.
Esmaeilpour, M., Sayadi, A., & Mirzaei, M. (2017). Investigating the impact of service quality dimensions on reputation and brand trust. International Journal of Business and Economic Sciences Applied Research, 10(3), 7–17.
Klijn, E. H., Eshuis, J., & Braun, E. (2012). The influence of stakeholder involvement on the effectiveness of place branding. Public Management Review, 14(4), 499-519.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
Febriani, E., Rahmizal, M., & Aswan, K. (2022). Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Ranah Research: Journal of Multidisciplinary Research and Development, 4(4), 333-343.
Febriani, S. M. (2021). The effect of marketing communication on brand equity with brand image, brand trust, and brand loyalty as the intervening variables. Marketing, 7(1), 7-16.
Ferrinadewi, E. (2008). Pengaruh threat emotion konsumen dan brand trust pada keputusan pembelian produk susu Anlene di Surabaya. Jurnal Kewirausahaan, 1(2), 1-11.
Fianto, A. Y. A., Hadiwidjojo, D., & Aisjah, S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 58-76.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46(1), 57-66.
Folse, J. A. G., Burton, S., & Netemeyer, R. G. (2013). Defending brands: Effects of alignment of spokescharacter personality traits and corporate transgressions on brand trust and attitudes. Journal of Advertising, 42(4), 331-342.
Frasquet, M., Molla Descals, A., & Ruiz-Molina, M. E. (2017). Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment. International Journal of Retail & Distribution Management, 45(6), 608-625.
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324-348.
Gromark, J., & Melin, F. (2013). From market orientation to brand orientation in the public sector. Journal of Marketing Management, 29(9-10), 1099-1123.
Gabora, L. (1995). Meme and variations: A computer model of cultural evolution. In L. Nadel & D. Stein (Eds.), 1993 lectures in complex systems (pp. 471–486). Addison-Wesley..
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Gecti, F., & Zengin, H. (2013). The relationship between brand trust, brand affect, attitudinal loyalty and behavioral loyalty: A field study towards sports shoe consumers in Turkey. International Journal of Marketing Studies, 5(2), 111-119.
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.
Gerson, J., Plagnol, A. C., & Corr, P. J. (2017). Passive and active Facebook use measure (PAUM): Validation and relationship to the reinforcement sensitivity theory. Personality and Individual Differences, 117, 81-90.
Girardin, F., Blal, I., & Lunardo, R. (2024). The role of brand authenticity for higher education institutions. Journal of Marketing For Higher Education, 34(2), 1056-1076.
Gkorezis, P., & Bellou, V. (2016). The relationship between leader self-deprecating humor and perceived effectiveness: Trust in leader as a mediator. Leadership & Organization Development Journal, 37(7), 882-898.
Gustafsson, S., Gillespie, N., Searle, R., Hope Hailey, V., & Dietz, G. (2021). Preserving organizational trust during disruption. Organization Studies, 42(9), 1409-1433.
Gong, J., Said, F., Ting, H., Firdaus, A., Aksar, I. A., & Xu, J. (2023). Do privacy stress and brand trust still matter? Implications on continuous online purchasing intention in China. Current Psychology, 42(18), 15515-15527.
Guerra-Tamez, C. R., Kraul Flores, K., Serna-Mendiburu, G. M., Chavelas Robles, D., & Ibarra Cortés, J. (2024). Decoding Gen Z: AI's influence on brand trust and purchasing behavior. Frontiers in Artificial Intelligence, 7, 1323512.
Guèvremont, A., & Grohmann, B. (2018). Does brand authenticity alleviate the effect of brand scandals?. Journal of Brand Management, 25(4), 322-336.
Guo, R., Zhang, W., Wang, T., Li, C. B., & Tao, L. (2018). Timely or considered? Brand trust repair strategies and mechanism after greenwashing in China—from a legitimacy perspective. Industrial Marketing Management, 72, 127-137.
Gurviez, P., & Korchia, M. (2003). Proposal for a multidimensional brand trust scale. In 32nd Emac-Conference-Glasgow, Marketing: Responsible and Relevant ,438-452.
Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438-452.
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353-1376.
Halim, R.E. (2006), The Effect of the Relationship of Brand Trust and Brand Affect on Brand Performance: An Analysis from Brand Loyalty Perspective (A Case of Instant Coffee Product in Indonesia); pp. 1-14. Available at SSRN 925169.
Hamid Hawass, H. (2013). Brand trust: implications from consumer doubts in the Egyptian mobile phone market. Journal of Islamic Marketing, 4(1), 80-100.
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93.
Hasan, S., Qayyum, A., & Zia, M. H. (2023). Social media marketing and brand authenticity: the role of value co-creation. Management Research Review, 46(6), 870-892.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102.
Hanzaee, K. H., & Andervazh, L. (2012). An analysis of some moderating variables on the value, brand trust and brand loyalty chain. Research Journal of Applied Sciences, Engineering and Technology, 4(10), 1403-1413.
Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management, 11(2), 481-488..
Hatfield, S. K. (2018). The potential electoral influence of internet memes. Oswald Research and Creativity Competition, 17.
Hegner, S. M., & Jevons, C. (2016). Brand trust: a cross-national validation in Germany, India, and South Africa. Journal of Product & Brand Management, 25(1), 58-68.
Herbst, K. C., Finkel, E. J., Allan, D., & Fitzsimons, G. M. (2012). On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention. Journal of Consumer Research, 38(5), 909-919.
Hallgren, J., Sigurbjörnsson, K., & Black Jr., T. (2018). The relationship between brand related UGC and CBBE: An Internet meme experiment (Bachelor’s thesis, Linnaeus University). DiVA Portal.
Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222-238.
Heylighen, F. (1998, August). What makes a meme successful? Selection criteria for cultural evolution. 15th International Congress on Cybernetics (Vol. 418, p. 423).
Hidayanti, I., & Nuryakin, N. F. (2018). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Research, 12(3).
Highfield, T., & Leaver, T. (2016). Instagrammatics and digital methods: Studying visual social media, from selfies and GIFs to memes and emoji. Communication Research and Practice, 2(1), 47-62.
Hokky, L. A., & Bernarto, I. (2021). The role of brand trust and brand image on brand loyalty on Apple iPhone smartphone users in DKI Jakarta. Enrichment: Journal of Management, 12(1), 474-482.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
Hongyoun Hahn, K., & Kim, J. (2009). The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi‐channel context. International journal of retail & Distribution Management, 37(2), 126-141.
Hoption, C., Barling, J., & Turner, N. (2013). “It's not you, it's me”: transformational leadership and self‐deprecating humor. Leadership & Organization Development Journal, 34(1), 4-19.
Hou, C., & Wonglorsaichon, P. (2011). The Relationship Among Brand Awareness, Brand Image, Perceived Quality, Brand Trust, Brand Loyaltyand Brand Equity of Customer in China's Antivirus Software Industry. International Journal of Business and Economics, 2(1), 150-171.
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610-645.
Huang, C., & Guo, R. (2021). The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric. Journal of Brand Management, 28(1), 60-76.
Huang, L., Wang, M., Chen, Z., Deng, B., & Huang, W. (2020). Brand image and customer loyalty: Transmitting roles of cognitive and affective brand trust. Social Behavior and Personality: An International Journal, 48(5), 1-12.
Huntington, H. E. (2013). Subversive memes: Internet memes as a form of visual rhetoric. AoIR Selected Papers of Internet Research.
Huo, C., Hameed, J., Zhang, M., Bin Mohd Ali, A. F., & Nik Hashim, N. A. A. (2022). Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty. Economic Research-Ekonomska Istraživanja, 35(1), 4710-4739.
Husain, R., Ahmad, A., & Khan, B. M. (2022). The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands. Cogent Business & Management, 9(1), 2034234.
Husain, R., Paul, J., & Koles, B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer Services, 66, 102895.
Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism. Sustainability, 13(4), 2277.
Jenkins-Guarnieri, M. A., Wright, S. L., & Johnson, B. (2013). Development and validation of a social media use integration scale. Psychology of Popular Media Culture, 2(1), 38.
Kariko, A. A. T., & Anasih, N. (2019). Laughing at one’s self: A study of self-reflective internet memes. Journal of Physics: Conference Series, 1175(1), 012250.
Keener, J. W. (1960). Marketing's Job for the 1960s. Journal of Marketing, 24(3), 1-6.
Kale, V., & Sayin, E. (2024). Impressive insults: How do consumers respond to self‐deprecating advertisements?. Psychology & Marketing, 41(11), 2695-2710.
Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69-86.
Khadim, R. A., Hanan, M. A., Arshad, A., Saleem, N., & Khadim, N. A. (2018). Revisiting antecedents of brand loyalty: Impact of perceived social media communication with brand trust and brand equity as mediators. Academy of Strategic Management Journal, 17(1).
Kamal, A., & Abulaish, M. (2022). Cat-bigru: Convolution and attention with bi-directional gated recurrent unit for self-deprecating sarcasm detection. Cognitive Computation, 14(1), 91-109.
Khan, I., & Fatma, M. (2019). Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust. International Journal of Business Excellence, 17(4), 439-455.
Khan, I., & Fatma, M. (2023). CSR influence on brand image and consumer word of mouth: Mediating role of brand trust. Sustainability, 15(4), 3409.
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3).
Kim, S. H., Kim, M., Holland, S., & Townsend, K. M. (2021). Consumer-based brand authenticity and brand trust in brand loyalty in the Korean coffee shop market. Journal of Hospitality & Tourism Research, 45(3), 423-446.
Kilpeläinen, M. (2021). “Memeingful” language: Sociolinguistic analysis on internet memes (Master’s thesis). University of Eastern Finland. UEF eRepo..
Kim, S., & Jones, C. (2009). Online shopping and moderating role of offline brand trust. Direct Marketing: An International Journal, 3(4), 282-300.
Kala, I., & Pawar, S. (2022). What is in a Meme: Analysing the Perception of Gen Z to Memes and Virality in Modern Marketing. Cardiometry, (24), 737-742.
Kirkby, A., Baumgarth, C., & Henseler, J. (2023). To disclose or not disclose, is no longer the question–effect of AI-disclosed brand voice on brand authenticity and attitude. Journal of Product & Brand Management, 32(7), 1108-1122.
Kuiper, N. A., Grimshaw, M., Leite, C., & Kirsh, G. (2004). Humor is not always the best medicine: Specific components of sense of humor and psychological well-being. Humor: International Journal of Humor Research, 17.
Kumail, T., Qeed, M. A. A., Aburumman, A., Abbas, S. M., & Sadiq, F. (2022). How destination brand equity and destination brand authenticity influence destination visit intention: evidence from the United Arab Emirates. Journal of Promotion Management, 28(3), 332-358.
Kumar Mishra, M., Kesharwani, A., & Das, D. (2016). The relationship between risk aversion, brand trust, brand affect and loyalty: Evidence from the FMCG industry. Journal of Indian Business Research, 8(2), 78-97.
Kumar, N., & Steenkamp, J. B. E. (2007). Brand versus brand. International Commerce Review: ECR Journal, 7(1), 47.
Kumar, V., & Kaushik, A. K. (2022). Engaging customers through brand authenticity perceptions: The moderating role of self-congruence. Journal of Business Research, 138, 26-37.
Kustini, N. I. (2011). Experiential marketing, emotional branding, and brand trust and their effect on loyalty on Honda motorcycle product. Journal of Economics, Business, and Accountancy Ventura, 14(1).
Knobel, M., & Lankshear, C. (2007). Online memes, affinities, and cultural production. A New Literacies Sampler, 29, 199-227.
Lantieri, T., & Chiagouris, L. (2009). Brand trust in an age without trust: expert opinions. Journal of Consumer Marketing, 26(2), 78-86.
Lassoued, R., & Hobbs, J. E. (2015). Consumer confidence in credence attributes: The role of brand trust. Food Policy, 52, 99-107.
Lee, H. J., & Jee, Y. (2016). The impacts of brand asset of domestic screen golf playing systems upon brand trust and brand loyalty. International Journal of Sports Marketing and Sponsorship, 17(4), 320-332.
Lee, J. L., James, J. D., & Kim, Y. K. (2014). A reconceptualization of brand image. International Journal of Business Administration, 5(4), 1.
Ilicic, J., & Webster, C. M. (2016). Being true to oneself: Investigating celebrity brand authenticity. Psychology & Marketing, 33(6), 410-420.
Lefkeli, D., Karataş, M., & Gürhan-Canli, Z. (2024). Sharing information with AI (versus a human) impairs brand trust: The role of audience size inferences and sense of exploitation. International Journal of Research in Marketing, 41(1), 138-155.
Leijerholt, U., Biedenbach, G., & Hultén, P. (2019). Branding in the public sector: A systematic literature review and directions for future research. Journal of Brand Management, 26(2), 126-140.
Leijerholt, U., Chapleo, C., & O’Sullivan, H. (2019). A brand within a brand: An integrated understanding of internal brand management and brand architecture in the public sector. Journal of Brand Management, 26(3), 277-290.
Leskovec, J., Backstrom, L., & Kleinberg, J. (2009). Meme-tracking and the dynamics of the news cycle. Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining (pp. 497-506).
Li, F., Kashyap, R., Zhou, N., & Yang, Z. (2008). Brand trust as a second-order factor: An alternative measurement model. International Journal of Market Research, 50(6), 817-839.
Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science, 34(4), 481-493.
Liao, S. H., Chung, Y. C., Hung, Y. R., & Widowati, R. (2010, December). The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth. 2010 IEEE international conference on industrial engineering and engineering management (pp. 1319-1323). IEEE.
Lin, W., Cai, Y., Zhang, L., & Weng, Z. (2025). Humor as excellence? A study of the effect of self-enhancing humor on consumer brand attitude. Asia Pacific Journal of Marketing and Logistics.
Ling, S., Zheng, C., & Cho, D. (2023). How brand knowledge affects purchase intentions in fresh food e-commerce platforms: The serial mediation effect of perceived value and brand trust. Behavioral Sciences, 13(8), 672.
Liu, C., & Gao, J. (2024). What makes a self-deprecating advertisement more persuasive? The role of self-uncertainty. Asia Pacific Journal of Marketing and Logistics, 36(1), 106-121.
Low, G. S., & Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.
Luk, S. T., & Yip, L. S. (2008). The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour. Journal of Brand Management, 15(6), 452-464.
Ligaraba, N., Cheng, J., Ndungwane, N. F., & Nyagadza, B. (2024). Brand authenticity influence on young adults’ luxury sneakers brand preference: the mediating role of brand image. Future Business Journal, 10(1), 33.
Martin, R. (2003). Sense of humor.
Mabkhot, H. A., Shaari, H., & Md Salleh, S. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71-82.
Machanick, P., & Bailey, T. L. (2011). MEME-ChIP: motif analysis of large DNA datasets. Bioinformatics, 27(12), 1696-1697.
Madeline, S., & Sihombing, S. O. (2019). The impacts of brand experiences on brand love, brand trust, and brand loyalty: an empirical study. Jurnal Bisnis dan Manajemen, 20(2), 91-107.
Maduretno, R. B. E. H. P., & Junaedi, M. S. (2022). Exploring the effects of coffee shop brand experience on loyalty: The roles of brand love and brand trust. Gadjah Mada International Journal of Business, 24(3), 289-309.
Malik, M. E., Naeem, B., & Munawar, M. (2012). Brand image: Past, present and future. Journal of Basic and Applied Scientific Research, 2(12), 13069-13075.
Martin, M., & Nasib, N. (2021). The effort to increase loyalty through brand image, brand trust, and satisfaction as intervening variables. Society, 9(1), 277-288.
Matwick, K., & Matwick, K. (2017). Self-deprecatory humor on TV cooking shows. Language & Communication, 56, 33-41.
Matzler, K., Grabner-Krauter, S., & Bidmon, S. (2006). The value-brand trust-brand loyalty chain: An analysis of some moderating variables. Innovative Marketing, 2(2), 76-88.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 26(6), 631-649.
Milner, R. M. (2018). The world made meme: Public conversations and participatory media. MIT Press.
Martin, R. A., & Ford, T. (2018). The psychology of humor: An integrative approach (2nd ed.). Elsevier Academic Press.
Meyer, J. C. (2000). Humor as a double-edged sword: Four functions of humor in communication. Communication Theory, 10(3), 310-331.
Milner, R. M. (2012). The world made meme: Discourse and identity in contemporary culture (Doctoral dissertation). University of Kansas. KU ScholarWorks.
Meynhardt, T., Brieger, S. A., & Hermann, C. (2020). Organizational public value and employee life satisfaction: The mediating roles of work engagement and organizational citizenship behavior. The International Journal of Human Resource Management, 31(12), 1560-1593.
Miltner, K. M. (2018). Internet memes. In J. Burgess, T. Poell, & A. E. Marwick (Eds.), The SAGE handbook of social media (pp. 412–428). SAGE Publications.
Moharana, T. R., Roy Bhattacharjee, D., Pradhan, D., & Kuanr, A. (2023). What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence. Psychology & Marketing, 40(6), 1211-1236.
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.
Moon, J. (2007). Corporate image effects on consumers’ evaluation of brand trust and brand affect. Journal of Global Academy of Marketing, 17(3), 21-37.
Moon, J., Hwang, J., & Lee, W. S. (2024). Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber. International Journal of Tourism Research, 26(1), e2629.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218.
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management's passion for its products. Psychology & Marketing, 33(6), 421-436.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2021). Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity. Journal of the Academy of Marketing Science, 49(1), 96-118.
Muniz, F., Stewart, K., & Magalhães, L. (2024). Are they humans or are they robots? The effect of virtual influencer disclosure on brand trust. Journal of Consumer Behaviour, 23(3), 1234-1250.
Muslim, M., Mubarok, R. R., & Wijaya, N. H. S. (2020). The effect of brand image, brand trust and reference group on the buying decision of sneakers. International Journal of Financial, Accounting, and Management, 1(2), 105-118.
Nabi, R. L., Moyer-Gusé, E., & Byrne, S. (2007). All joking aside: A serious investigation into the persuasive effect of funny social issue messages. Communication Monographs, 74(1), 29-54.
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098.
Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Brand trust for creating brand loyalty in automotive products. International Journal of Management, 11(06), 1237-1250.
Nissenbaum, A., & Shifman, L. (2017). Internet memes as contested cultural capital: The case of 4chan’s/b/board. New Media & Society, 19(4), 483-501.
Nkoulou Mvondo, G. F., Jing, F., Hussain, K., Jin, S., & Raza, M. A. (2022). Impact of international tourists’ co-creation experience on Brand Trust, brand passion, and brand evangelism. Frontiers in Psychology, 13, 866362.
Nosi, C., Pucci, T., Melanthiou, Y., & Zanni, L. (2022). The influence of online and offline brand trust on consumer buying intention. EuroMed Journal of Business, 17(4), 550-567.
Napp, T. (2023). The medicine of memes: An exploration of humor styles, memes, and dark humor (Master’s thesis). Abilene Christian University. Digital Commons @ ACU.
Osei-Frimpong, K., McLean, G., & Famiyeh, S. (2020). Social media brand engagement practices: Examining the role of consumer brand knowledge, social pressure, social relatedness, and brand trust. Information Technology & People, 33(4), 1235-1254.
P. Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
Pagani, M., Racat, M., & Hofacker, C. F. (2019). Adding voice to the omnichannel and how that affects brand trust. Journal of Interactive Marketing, 48(1), 89-105.
Pan, P. L., & Phua, J. (2021). Connecting sponsor brands through sports competitions: an identity approach to brand trust and brand loyalty. Sport, Business and Management: An International Journal, 11(2), 164-184.
Phillips, W., & Milner, R. M. (2017). Decoding Memes: Barthes’ Punctum, Feminist Standpoint Theory, and the Political Significance of# YesAllWomen. Palgrave Entertainment Industries, 195.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Pancer, E., & Poole, M. (2016). The popularity and virality of political social media: Hashtags, mentions, and links predict likes and retweets of 2016 US presidential nominees’ tweets. Social Influence, 11(4), 259-270.
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Faktor-faktor yang mempengaruhi brand equity: brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471-484.
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191-234.
Patterson, M. (1999). Re-appraising the concept of brand image. Journal of Brand Management, 6(6), 409-426.
Pittman, M., Oeldorf-Hirsch, A., & Brannan, A. (2022). Green advertising on social media: Brand authenticity mediates the effect of different appeals on purchase intent and digital engagement. Journal of Current Issues & Research in Advertising, 43(1), 106-121.
Polden, D. J. (2019). ARMY LEADERSHIP AND THE PROFESSION. ADP, 6(22), i.
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714-729.
Pratiwi, D. M. (2015). The influence of brand image, brand trust and customer satisfaction on brand loyalty (Case of Samsung Smartphone). Jurnal Berkala Ilmiah Efisiensi, 15(5).
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). The effect of brand experience and perceived value on brand loyalty mediated by brand trust. Jurnal Aplikasi Manajemen, 19(2), 310-318.
Pringle, J., & Fritz, S. (2019). The university brand and social media: Using data analytics to assess brand authenticity. Journal of Marketing for Higher Education, 29(1), 19-44.
Punyatoya, P. (2014). Linking environmental awareness and perceived brand eco-friendliness to brand trust and purchase intention. Global Business Review, 15(2), 279-289.
Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. Journal of Asian Finance, Economics and Business, 7(12), 951-958.
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2021). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Consumer behaviour in hospitality and tourism (pp. 44-65). Routledge.
Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management, 14(1), 4-13.
Romaniuk, J., & Bogomolova, S. (2005). Variation in brand trust scores. Journal of Targeting, Measurement and Analysis for Marketing, 13(4), 363-373.
Rosado-Pinto, F., Loureiro, S. M. C., & Bilro, R. G. (2020). How brand authenticity and consumer brand engagement can be expressed in reviews: a text mining approach. Journal of Promotion Management, 26(4), 457-480.
Rosenbloom, A., & Haefner, J. E. (2009). Country-of-origin effects and global brand trust: A first look. Journal of Global Marketing, 22(4), 267-278.
Rudzewicz, A., & Strychalska-Rudzewicz, A. (2021). The influence of brand trust on consumer loyalty. European Research Studies Journal, 24(S3), 454–470.
Samson, A. C., & Gross, J. J. (2012). Humour as emotion regulation: The differential consequences of negative versus positive humour. Cognition & Emotion, 26(2), 375-384.
Smith, A. O., Hemsley, J., & Tacheva, Z. Y. (2024). Reinforming memes: a literature review of the status of memetic information. Journal of Documentation, 80(4), 1003-1021.
Sabri, O., & El Hana, N. (2021). Self-mockery in advertising: when not taking yourself seriously makes consumers take you seriously. Journal of Marketing Trends (1961-7798), 7(1).
Safeer, A. A., He, Y., & Abrar, M. (2021). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123-1138.
Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2023). Impact of perceived brand authenticity on consumer behavior: An evidence from generation Y in Asian perspective. International Journal of Emerging Markets, 18(3), 685-704.
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648-664.
Sami, A., Manzoor, U., & Irfan, A. (2022). Impact of brand image, brand trust and brand loyalty on brand advocacy–an empirical study in context to In-Store brands. Journal of Management and Administrative Sciences (JMAS), 2(2), 45-58.
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: model development and empirical testing. Journal of Product & Brand Management, 23(3), 192-199.
Seong-Soo, C. H. A., & Bo-Kyung, S. E. O. (2019). The effect of brand trust of home meal replacement on repurchasing in online shopping. The Journal of Business, Economics, and Environmental Studies, 9(3), 21-26.
Setyawan, A. A., Kussudiyarsana, I., & Imronudin, I. (2015). Brand trust and brand loyalty, an empirical study in Indonesia consumers. British Journal of Marketing Studies, 4(3), 37-47.
Shadish, W. R., Cook, T. D., & Campbell, D. T. (2002). Interrupted time-series designs. In Experimental and quasi-experimental designs for generalized causal inference (pp. 171–205). Houghton Mifflin.
Shah Alam, S., & Mohd Yasin, N. (2010). What factors influence online brand trust: evidence from online tickets buyers in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research, 5(3), 78-89.
Shi, H., Liu, Y., Kumail, T., & Pan, L. (2022). Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of tourist satisfaction and the moderating role of destination familiarity. Tourism Review, 77(3), 751-779.
Shifman, L. (2012). An anatomy of a YouTube meme. New Media & Society, 14(2), 187-203.
Shifman, L. (2013). Memes in a digital world: Reconciling with a conceptual troublemaker. Journal of Computer-Mediated Communication, 18(3), 362-377.
Shin, S. K. S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand trust and brand loyalty: A moderation and mediation perspective. Current Journal of Applied Science and Technology, 38(4), 1-17.
Shirin, A., & Puth, G. (2011). Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty. African Journal of Business Management, 5(30), 11899–11915.
Shukla, M., Misra, R., & Singh, D. (2023). Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market. Asia Pacific Journal of Marketing and Logistics, 35(2), 249-265.
Södergren, J. (2021). Brand authenticity: 25 Years of research. International Journal of Consumer Studies, 45(4), 645-663.
Sohail, M. S., Hasan, M., & Sohail, A. F. (2020). The impact of social media marketing on brand trust and brand loyalty: An Arab perspective. International Journal of Online Marketing (IJOM), 10(1), 15-31.
Song, Y., Hur, W. M., & Kim, M. (2012). Brand trust and affect in the luxury brand–customer relationship. Social Behavior and Personality: An International Journal, 40(2), 331-338.
Spadaro, G., Gangl, K., Van Prooijen, J. W., Van Lange, P. A., & Mosso, C. O. (2020). Enhancing feelings of security: How institutional trust promotes interpersonal trust. PloS one, 15(9), e0237934.
Srivastava, N., Dash, S. B., & Mookerjee, A. (2015). Antecedents and moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing, 32(5), 328-340.
Srivastava, N., Dash, S., & Mookerjee, A. (2016). Determinants of brand trust in high inherent risk products: The moderating role of education and working status. Marketing Intelligence & Planning, 34(3).
Sun, H., Dai, Y. Y., Jeon, S. S., Wang, H., Shi, X., Sun, L., & Wang, Y. (2024). The impact of brand authenticity on brand attachment, brand loyalty, willingness to pay more, and forgiveness-For Chinese consumers of Korean cosmetic brands. Heliyon, 10(16).
Sun, Y., Huang, Y., Fang, X., & Yan, F. (2022). The purchase intention for agricultural products of regional public brands: examining the influences of awareness, perceived quality, and brand trust. Mathematical Problems in Engineering, 2022(1), 4991059.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
Sung, Y., Kim, J., & Jung, J. H. (2009). The predictive roles of brand personality on brand trust and brand affect: A study of Korean consumers. Journal of International Consumer Marketing, 22(1), 5-17.
Syed Alwi, S. F., Nguyen, B., Melewar, T. C., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116(5), 858-882.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.
Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.
Tripodi, C. (2018). The British Army,‘Understanding’, and the Illusion of Control. Journal of Strategic Studies, 41(5), 632-658.
Tjahyadi, R. A. (2006). Brand Trust dalam Konteks Loyalitas Merek: Peran Karakteristik Merek, Krakteristik Perusahaan, dan Karakteristik Hubungan Pelanggan-Merek. Jurnal Manajemen Maranatha, 6(1), 65-78.
Tong, X., Su, J., & Xu, Y. (2018). Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. International Journal of Fashion Design, Technology and Education, 11(2), 196-209.
Tran, V. D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business & Management, 9(1), 2084968.
Tseng, T. H., & Wang, H. Y. (2023). Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement. Journal of Product & Brand Management, 32(6), 863-877.
Tuti, M., & Sulistia, V. (2022). The customer engagement effect on customer satisfaction and brand trust and its impact on brand loyalty. Jurnal Manajemen Bisnis, 13(1), 1-15.
Upamannyu, D. N. K., Gulati, C., & Mathur, D. G. (2014). Effect of brand trust, brand image on customer brand loyalty in fmcg sector at gwalior region. Schollars World, 2(2).
Upamannyu, N. K., Bhakar, S. S., & Gupta, M. (2015). Effect of corporate image on brand trust and brand affect. International Journal of Applied Science-Research and Review, 2(1), 20-33.
Veatch, T. C. (1998). A theory of humor.
Viktoria Rampl, L., & Kenning, P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1-2), 218-236.
Wood, L. (2000). Brands and brand equity: definition and management. Management Decision, 38(9), 662-669.
Wæraas, A. (2020). Public sector communication and organizational legitimacy. In V. Luoma-aho & M. J. Canel (Eds.), The handbook of public sector communication (pp. 45–58). John Wiley & Sons.
Wæraas, A., & Byrkjeflot, H. (2012). Public sector organizations and reputation management: Five problems. International Public Management Journal, 15(2), 186-206.
Wæraas, A., Bjørnå, H., & Moldenæs, T. (2015). Place, organization, democracy: Three strategies for municipal branding. Public Management Review, 17(9), 1282-1304.
Wantini, E., & Yudiana, F. E. (2021). Social media marketing and brand personality to brand loyalty with brand trust and brand equity as a mediator. Indonesian Journal of Islamic Economics Research, 3(1), 1-14.
Wiggins, B. E. (2019). The discursive power of memes in digital culture: Ideology, semiotics, and intertextuality. Routledge.
Warren, C., & McGraw, A. P. (2016). Differentiating what is humorous from what is not. Journal of Personality and Social Psychology, 110(3), 407.
Warren, C., Barsky, A., & McGraw, A. P. (2018). Humor, comedy, and consumer behavior. Journal of Consumer Research, 45(3), 529-552.
Wen, T., Qin, T., & Liu, R. R. (2019). The impact of nostalgic emotion on brand trust and brand attachment: An empirical study from China. Asia Pacific Journal of Marketing and Logistics, 31(4), 1118-1137.
Wiggins, B. E., & Bowers, G. B. (2015). Memes as genre: A structurational analysis of the memescape. New media & society, 17(11), 1886-1906.
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The effect of service quality, perceived value and mediating effect of brand image on brand trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45-56.
Wijaya, A. P., & Annisa, I. T. (2020). The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24-35.
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Managemrnt, 5(31), 55-65.
Wong, E. F., & Holyoak, K. J. (2021). Cognitive and motivational factors driving sharing of internet memes. Memory & Cognition, 49(5), 863-872.
Wottrich, V. M., Verlegh, P. W., & Smit, E. G. (2017). The role of customization, brand trust, and privacy concerns in advergaming. International Journal of Advertising, 36(1), 60-81.
Wu, L., & Liu, Z. (2022). The influence of green marketing on brand trust: The mediation role of brand image and the moderation effect of greenwash. Discrete Dynamics in Nature and Society, 2022(1), 6392172.
Xingyuan, W., Li, F., & Wei, Y. (2010). How do they really help? An empirical study of the role of different information sources in building brand trust. Journal of Global Marketing, 23(3), 243-252.
Xu, Y., Du, J., Shahzad, F., & Li, X. (2021). Untying the influence of green brand authenticity on electronic word-of-mouth intention: a moderation–mediation model. Frontiers in Psychology, 12, 724452.
Yang, J., & Battocchio, A. F. (2021). Effects of transparent brand communication on perceived brand authenticity and consumer responses. Journal of Product & Brand Management, 30(8), 1176-1193.
Yang, J., Teran, C., Battocchio, A. F., Bertellotti, E., & Wrzesinski, S. (2021). Building brand authenticity on social media: The impact of Instagram ad model genuineness and trustworthiness on perceived brand authenticity and consumer responses. Journal of Interactive Advertising, 21(1), 34-48.
Yannopoulou, N., Koronis, E., & Elliott, R. (2011). Media amplification of a brand crisis and its affect on brand trust. Journal of Marketing Management, 27(5-6), 530-546.
Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20(6), 381-390.
Zehir, C., Şahin, A., Kitapçı, H., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1218-1231.
Zeren, D., & Kara, A. (2020). Effects of brand heritage on intentions to buy of airline services: The mediating roles of brand trust and brand loyalty. Sustainability, 13(1), 303.