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An Exploratory Study on Definition and Characteristics
of Brand Teasing

1 1 2
WANG Xingang ,摇 NIE Yan & ZHOU Nan
(1. School of Business Administration, Zhongnan University of Economics and Law, Wuhan, Hubei 430073, China;
2. School of Management, Shenzhen University, Shenzhen, Guangdong 518060, China)

Abstract: The previous studies on brand interaction have focused on the strategic and tactical level of cooperation and com鄄
petition between two brands, and also on marketing communication between a single brand and consumers on the other hand. Few
scholars have paid attention to the mutual teasing between two or more brands on new media platforms. In view of this, this paper
collects 35 brand teasing events that happened from May 1, 2016 to May 31, 2018 on Baidu, Sogou and other search engines by
searching the keywords of brand mutual鄄flirting, brand confession, brand mutual鄄deprecating, etc. According to content analysis
method, the information of brand teasing event is coded and summarized. On that basis, the concept of brand teasing is defined
for the first time from the aspects of platform, way and result. This paper expounds the connection and difference between brand
teasing and interpersonal teasing from the aspects of theoretical basis, occurrence background and audience number, and summa鄄
rizes the general characteristics of brand teasing from the aspects of timing, form and content. The conclusion of this paper not
only opens a prelude to the research on brand teasing, but also points out a new research direction for scholars in the field of
brand. Moreover, it also provides important reference and guidance for marketing managers in the selection of brand teasing op鄄
portunity, participation of teasing form, design of teasing content, etc.
Key Words: brand teasing; mutual鄄deprecating humor; mutual鄄flattering; anthropomorphism; network impression manage鄄
ment; new media

(本文责编摇 邓摇 艳)

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