Abstract
The growing influence of digital communication has reshaped how brands engage with consumers. Within this evolving environment landscape, humour and memes have emerged as effective tools for enhancing brand identity and connection. This study explores how Nando’s employs humorous branding particularly through memes, to shape its brand identity, strengthen customer loyalty and sustain engagement within South Africa’s digital media environment. Although humour is often perceived as purely entertaining, this study argues that it also functions as a strategic communication mechanism that fosters emotional connection, cultural relevance and brand differentiation.
To achieve these objectives, the study adopted a quantitative research design and distributed an online survey via social media platforms. A non-probability convenience sample, comprising 175 respondents in the main study and 29 participants in a pilot study. Data was analysed using descriptive and inferential statistics, including correlation and regression analysis, to examine the relationships between humorous branding, consumer engagement and brand loyalty.
The findings reveal that humour plays a significant role in enhancing Nando’s brand identity and loyalty, particularly when the humour reflects local cultural references and shared social experiences. Respondents reported higher levels of emotional attachment, trust and engagement when interacting with humorous and relatable content. However, the results also highlight the importance of ethical and contextual sensitivity to prevent misinterpretation or alienation of audiences.
Overall, this study contributes to corporate communication scholarship by demonstrating how humour functions as a strategic engagement tool within digital branding.