Ironic festival brand co-creation

This paper embraces the daring use of ironic humor in brand co-creation in festival branding. Innovative branding is an aspiration in the growing festival business. This study explores a unique case: a festival that applies ironic humor in its brand co-creation despite the risks involved. The findings suggest that the use of ironic humor, when made inherent to a festival's brand identity, can increase stakeholders' attention to and awareness of...