This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University LondonThis study offers an in-depth account of how, when and why consumers engage with films as brands, using 38 exploratory, semi-structured consumer interviews and 1030 consumer survey responses. Extant film branding literature is scarce, dominated by filmmakers’ and marketers’ perspectives of films as brands and is confined to exploring points of parity associations films have as brands, rather than ways films may differentiate themselves as brands. Taking on a consumer centric view, our findings show although filmmakers, production houses and marketers may jointly develop and market films with the vision of becoming brands, this doesn’t ...
The film marketing is becoming increasingly important due to the fierce competition of film industry...
Product placement is a promotional tool within the discipline of marketing whereby branded items fea...
The film market is a volatile industry in which the ability to predict success is highly valued. Thi...
Copyright © 2020 The Authors. Many films are produced annually, but only a small number of films rea...
In the marketing industry, ‘brand storytelling’ has become a buzz word for the intersection between ...
From the growth in merchandising and product placement to the rise of the movie franchise, branding ...
Like in many other industries, marketing is one of the key elements of movie business even though ma...
The article provides further phenomenological understanding of how brand props are interpreted withi...
The article provides further phenomenological understanding of how brand props are interpreted withi...
With evolving methods of audience attraction, promotion in movies has had an history of advancement ...
The purpose of this study was to investigate how film marketing has changed in the last decade. The ...
This study explores brand identity, brand image and their relationship within the modern film brand ...
This chapter looks at the usage of image films produced by brands and their dealing with themselves....
Background: Advertising channels in today's marketplace are becoming more limited with the developme...
The study aims to enhance understanding of social media’s impact on and role within marketing strate...
The film marketing is becoming increasingly important due to the fierce competition of film industry...
Product placement is a promotional tool within the discipline of marketing whereby branded items fea...
The film market is a volatile industry in which the ability to predict success is highly valued. Thi...
Copyright © 2020 The Authors. Many films are produced annually, but only a small number of films rea...
In the marketing industry, ‘brand storytelling’ has become a buzz word for the intersection between ...
From the growth in merchandising and product placement to the rise of the movie franchise, branding ...
Like in many other industries, marketing is one of the key elements of movie business even though ma...
The article provides further phenomenological understanding of how brand props are interpreted withi...
The article provides further phenomenological understanding of how brand props are interpreted withi...
With evolving methods of audience attraction, promotion in movies has had an history of advancement ...
The purpose of this study was to investigate how film marketing has changed in the last decade. The ...
This study explores brand identity, brand image and their relationship within the modern film brand ...
This chapter looks at the usage of image films produced by brands and their dealing with themselves....
Background: Advertising channels in today's marketplace are becoming more limited with the developme...
The study aims to enhance understanding of social media’s impact on and role within marketing strate...
The film marketing is becoming increasingly important due to the fierce competition of film industry...
Product placement is a promotional tool within the discipline of marketing whereby branded items fea...
The film market is a volatile industry in which the ability to predict success is highly valued. Thi...