Purpose - This study aims to investigate how Internet memes affect brand image. Design/methodology/approach - The authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers. Findings - The authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image. Originality/value - For scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies. Peer review - The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR11-2019-0364.
