Developing Affective Brands: Paratextualization in the Entertainment Industry

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2023-01-27 DOI:10.1515/roms-2022-0021

André Luiz Maranhão de Souza-Leão, B. M. Moura, Mariana Almeida DE Souza Lopes, Marília Abigail Meneses Batista, Maria Eduarda da Mota Melo, Juliana Francisca Dutra dos Santos

引用次数: 0

Abstract

Abstract Fans’ relationship with media product franchises is strongly based on the symbolic value and sense of belonging that nurtures their consumer practices, a fact that indicates the love relationship with these brands. Entertainment brands increasingly resort to paratexts in order to expand their relationship with fans. Thus, the aim of the current research is to investigate how the paratextualization of franchise productions by the entertainment industry is used to trigger love towards their brands. In order to do so, it applied the Foucauldian Discourse Analysis to news reports and information published on websites of three of the most successful brands in the entertainment industry, namely: Star Wars, Wizarding World and Game of Thrones. Based on the results, these brands promote both the value and the continuity of the aforementioned sagas as means to develop an affective brand for their fans.

查看原文本刊更多论文

发展情感品牌：娱乐业的准文本化

粉丝与媒体产品特许经营的关系强烈地建立在象征价值和归属感的基础上，这种归属感滋养了他们的消费行为，这一事实表明了他们对这些品牌的喜爱关系。为了扩大与粉丝的关系，娱乐品牌越来越多地求助于准文本。因此，当前研究的目的是调查娱乐行业如何利用特许经营产品的准现实化来引发对其品牌的喜爱。为了做到这一点，它将福柯话语分析应用于娱乐行业中最成功的三个品牌的网站上发布的新闻报道和信息，即:星球大战，巫师世界和权力的游戏。基于结果，这些品牌提升了上述传奇故事的价值和连续性，以此为其粉丝开发情感品牌。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.