Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63, 587-593
Published online 2015-05-10

Humour in Experiential Marketing Campaigns and its Perception by Czech University Students

Ludmila Navrátilová, František Milichovský

Department of Management, Faculty of Business and Management, Brno University of Technology, Kolejní 4, 612 00 Brno, Czech Republic


1. ALKILANI, K., LING, K. C., ABZAKH, A. A. 2013. The Impact of Experiential Marketing and Customer Satisfaction on Customer Commitment in the World of Social Networks. Asian Social Science, 9(1): 262–270.
2. AMBLER, T. 2008. How important is Marketing Efficiency? Marketing Review St. Gallen, 25(2): 4–7. DOI: 10.1007/s11621-008-0017-y. <>
3. AY, C., AYTEKIN, P., NARDALI, S. 2010. Guerilla marketing communication tools and ethical problems in Guerilla advertising. American Journal of Economics and Business Administration, 2(3): 280–286. DOI: 10.3844/ajebasp.2010.280.286. <>
4. BARKLEY, C. L., GABRIEL, K. I. 2007. Sex differences in cue perception in a visual scene: investigation of cue type. Behav Neuroscience, 121(2): 291–30. <>
5. BALTES, G., LEIBING, I. 2008. Guerilla marketing for information services? New Library World, 109(1): 46–55. DOI: 10.1108/03074800810845994. <>
6. BEDNÁŘ, V. 2011. Marketing na sociálních sítích. Brno: Computer Press.
7. BERGEON, J., VACHON, M.-A. 2008. The effects of humour usage by financial advisors in sales encounters, International Journal of Bank Marketing, 26(6): 376–398. DOI: 10.1108/02652320810902424. <>
8. CHAN, Y. Y. Y., NGAI, E. W. T. 2011. Conceptuali­zing electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence & Planning, 29(5): 488–516. DOI: 10.1108/02634501111153692. <>
9. CHLEBOVSKÝ, V., PLŠEK, V. 2012. Research on Czech firms’ marketing communication based on social media network. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 60(7): 111–118. <>
10. CLARK, B. H., ABELA, A. V., AMBLER, T. 2006. An Information processing model of marketing performance measurement. Journal of Marketing Theory and Practice, 14(3): 191–208. DOI: 10.2753/MTP1069-6679140302. <>
11. COSTA, P. J., TERRACCIANO, A., McCRAE, R. R. 2001. Gender differences personality traits across cultures: Robust and surprising findings. Journal of Personality and Social Psychology, 81(2): 322–331. DOI: 10.1037/0022-3514.81.2.322. <>
12. FERGUSON, R. 2008. Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Journal of Consumer Marketing, 25(3): 179–182. DOI: 10.1108/07363760810870671. <>
13. HAY, J. 2000. Functions of humor in the conversation of men and women. Journal of Pragmatics, 32(6): 709–742. DOI: 10.1016/S0378-2166(99)00069-7. <>
14. HE, W.-J., WONG, W.-C. 2011. Gender differences in creative thinking revisited: Findings from analysis of variability. Personality and Individual Differences, 51(7): 807–811. DOI: 10.1016/j.paid.2011.06.027. <>
15. HO, J. Y. C., DEMPSEY, D. 2009. Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9–10): 1000–1006. DOI: 10.1016/j.jbusres.2008.08.010. <>
16. HOLMES, J. 2006. Sharing a laugh: Pragmatic aspects of humor and gender in the workplace. Journal of Pragmatics, 38(1): 26–50. DOI: 10.1016/j.pragma.2005.06.007. <>
17. JÁNSKÁ, M. 2011. Marketing communication in the field of musical events. Acta Universitatis Bohemiae Meridionales, 14(2): 95–103.
18. KAIKATI, A. M., KAIKATI, J. G. 2004. Stealth marketing: How to reach consumers surreptitiously. California Management Review, 46(4): 1–18. Available from: <>
19. KOTLER, P., CASLIONE, J. A. 2009. Chaotics: The business of managing and marketing in the age of turbulence. New York: AMACOM.
20. KOTLER, P., KELLER, K. L. 2012. Marketing Manage­ment, 14. ed. New Jersey: Pearson Education.
21. KOTLER, P., KELLER, K. L. 2006. Marketing Manage­ment, 12. ed. New Jersey: Pearson Education.
22. LEE, M. S., HSIAO, H. D., YANG, M. F. 2011. The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty. The International Journal of Organizational Innovation, 3(2): 353–379.
23. LEE, Y. P., KLEINER, B. H. 2005. How to use humour for stress management. Management Research News, 28(11/12): 179–186. DOI: 10.1108/01409170510785372. <>
24. MALLIN, M. L., FINKLE, A. 2007. Social entrepreneurship and direct marketing. Direct Marketing: An International Journal, 1(2): 68–77. DOI: 10.1108/17505930710756833. <>
25. McNAUGHTON, M. J. 2008. Guerrilla communi­cation, visual consumption, and consumer public relations. Public Relations Review, 34(3): 303–305. DOI: 10.1016/j.pubrev.2008.03.031. <>
26. MILICHOVSKÝ, F., HORNUNGOVÁ, J. 2013. Methodology for the selection of financial indicators in the area of information and communication activities. Business: Theory and practice, 14(2): 97–102. DOI: 10.3846/btp.2013.11. <>
27. MILNE, G. R., BAHL, S., ROHM, A. 2008. Toward a framework for assessing covert marketing practices. Journal of Public Policy & Marketing, 27(1): 57–62. DOI: 10.1509/jppm.27.1.57. <>
28. MRÁČEK, P., MUCHA, M. 2011. Application of Knowledge in Advergaming as Source of Possible Competitive Advantage. Journal of Competitiveness, 3(3): 108–118.
29. NAVRÁTILOVÁ, L., RAŠTICOVÁ, M., NĚMEČEK, L. 2012. Hofstede cultural dimensions in a Czech retail chain. Journal on Legal and Economic Issues of Central Europe, 3(1): 91–99.
30. PAVLOVA, M. 2009. Perception and understanding of intentions and actions: Does gender matter? Neuroscience Letters, 449(2): 133–136. DOI: 10.1016/j.neulet.2008.10.102. <>
31. RAHMANI, S., LAVASANI, M. G. 2012. Gender differences in five factor model of personality and sensation seeking. Procedia – Social and Behavioral Sciences, 46: 2906–2911. DOI: 10.1016/j.sbspro.2012.05.587. <>
32. ROY, A., CHATTOPADHYAY, S. P. 2009. Stealth marketing as a strategy. Business Horizons, 52(1): 69–79. Doi: 10.1016/j.bushor.2009.09.004. <>
33. SCHMITT, B. 1999. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
34. SHIH, C. 2009. The Facebook era: tapping online social networks to build better products, reach new audiences, and sell more stuff. Boston: Prentice Hall.
35. SMILANSKY, S. 2009. Experiential marketing: A practical guide to interactive brand experiences. 1st ed. London: Kogan Page.
36. SWANEPOEL, C., LYE, A., RUGIMBANA, R. 2009. Virally inspired: A review of the theory of viral stealth marketing. Australasian Marketing Journal, 17(1): 9–15. DOI: 10.1016/j.ausmj.2009.01.005. <>
37. ŠIMBEROVÁ, I. 2008. Vztahy se stakeholdery v soudobých marketingových koncepcích. Trendy ekonomiky a managementu, II(02): 71–80.
38. WINER, R. S. 2009. New communications approaches in marketing: Issues and research directions. Journal of Interactive Marketing, 23(2): 108–117. DOI: 10.1016/j.intmar.2009.02.004. <>
39. WU, P. C. S., WANG, Y.-C. 2011. The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4): 448–472. DOI: 10.1108/13555851111165020. <>
front cover

ISSN 1211-8516 (Print)

ISSN 2464-8310 (Online)

Current issue

Review Management System NEW Indexed in DOAJ