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Developing Affective Brands: Paratextualization in the Entertainment Industry

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  • de Souza-Leão André Luiz Maranhão

    (Management Program, Universidade Federal de Pernambuco, Recife, Pernambuco, Brazil)

  • Moura Bruno Melo

    (Universidade Federal de Pernambuco, Recife, Brazil)

  • Lopes Mariana Almeida de Souza

    (Universidade Federal de Pernambuco, Recife, Brazil)

  • Batista Marília Abigail Meneses

    (Universidade Federal de Pernambuco, Recife, Brazil)

  • Melo Maria Eduarda da Mota

    (Universidade Federal de Pernambuco, Recife, Brazil)

  • Santos Juliana Francisca Dutra dos

    (Universidade Federal de Pernambuco, Recife, Brazil)

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.

Suggested Citation

  • de Souza-Leão André Luiz Maranhão & Moura Bruno Melo & Lopes Mariana Almeida de Souza & Batista Marília Abigail Meneses & Melo Maria Eduarda da Mota & Santos Juliana Francisca Dutra dos, 2023. "Developing Affective Brands: Paratextualization in the Entertainment Industry," Review of Marketing Science, De Gruyter, vol. 21(1), pages 111-141, September.
    • Handle: RePEc:bpj:revmkt:v:21:y:2023:i:1:p:111-141:n:1
    DOI: 10.1515/roms-2022-0021
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