Developing Affective Brands: Paratextualization in the Entertainment Industry-Reference-Cited by-同舟云学术

Developing Affective Brands: Paratextualization in the Entertainment Industry

Published:2023-01-27 Issue:1 Volume:21 Page:111-141
ISSN:1546-5616
Container-title:Review of Marketing Science
language:en
Short-container-title:

Author:

de Souza-Leão André Luiz Maranhão¹^ORCID,Moura Bruno Melo²,Lopes Mariana Almeida de Souza²,Batista Marília Abigail Meneses²,Melo Maria Eduarda da Mota²,Santos Juliana Francisca Dutra dos²

Affiliation:

1. Management Program , Universidade Federal de Pernambuco , Recife , Pernambuco , Brazil

2. Universidade Federal de Pernambuco , Recife , Brazil

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.

Funder

Conselho Nacional de Desenvolvimento CientÃ-fico e TecnolÃ³gico

Publisher

Walter de Gruyter GmbH

Subject

Marketing

Link

https://www.degruyter.com/document/doi/10.1515/roms-2022-0021/pdf

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