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Film or film brand? UK consumers’ engagement with films as brands

Lookup NU author(s): Professor Suraksha Gupta

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

Although the film industry is very competitive, and many films are produced annually, only a small number of films successfully engage consumers as brands and the rest have failed to break even or to make a profit. To address this pressing matter and help filmmakers better develop films as brands, this paper takes on a consumer-centric approach to investigate how and why films are engaged by consumers as brands. Using an abductive mode of reasoning, 35 exploratory semi-structured interviews with active film viewers were first analysed thematically using NVivo; a consumer film-brand engagement framework was developed and then validated by 1030 survey responses in SEM. This consumer film-brand engagement framework extends film branding literature by theoretically explaining and empirically showing a sequential and consolidated process which consumers go through to identifying and engage with films as brands, resulting in positive brand engagement behaviour. Franchising/merchandising activities are highlighted as key moderators on consumer-film brand engagement, leading to several managerial and marketing implications for filmmakers.

Publication metadata

Author(s): Kohli G, Yen D, Alwi SF, Gupta S

Publication type: Article

Publication status: Published

Journal: British Journal of Management

Year: 2021

Volume: 32

Issue: 2

Pages: 369-398

Print publication date: 01/04/2021

Online publication date: 04/04/2020

Acceptance date: 07/01/2020

Date deposited: 13/02/2020

ISSN (print): 1045-3172

ISSN (electronic): 1467-8551

Publisher: Wiley-Blackwell Publishing Ltd

URL: https://doi.org/10.1111/1467-8551.12401

DOI: 10.1111/1467-8551.12401

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