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Brand Extensions of Experiential Goods: Movie Sequel Evaluations

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  • Sanjay Sood
  • Xavier Drze

Abstract

We examine movie sequels as brand extensions of experiential goods. Study 1 reveals a reversal of the traditional categorization model such that dissimilar extensions are rated higher than similar extensions. This reversal is moderated by the name of the sequel; numbered sequels (Daredevil 2) are influenced by similarity more than named sequels (Daredevil: Taking It to the Streets). Study 2 reveals that the reversal arises because numbered sequels invoke a greater degree of assimilation with the parent movie, thereby increasing consumers' level of satiation of experiential attributes. The Internet Movie Database (IMDb) provides external validity for our results (study 3). (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Sanjay Sood & Xavier Drze, 2006. "Brand Extensions of Experiential Goods: Movie Sequel Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 352-360, October.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:3:p:352-360
    DOI: 10.1086/508520
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    Cited by:

    1. Tin Cheuk Leung & Shi Qi, 2023. "Globalization and the rise of action movies in hollywood," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 47(1), pages 31-69, March.
    2. Seo Eunji & Inoue Yuki, 2023. "Sales effect of a software product series’ length in Japan," Management & Marketing, Sciendo, vol. 18(3), pages 251-269, September.
    3. Wojciech Hardy, 2018. "Pre-release leaks as one-time incentives for switching to unauthorised sources of cultural content," IBS Working Papers 03/2018, Instytut Badan Strukturalnych.
    4. Jang, Moonkyoung & Baek, Hyunmi & Kim, Seongcheol, 2021. "Movie characteristics as determinants of download-to-own performance in the Korean video-on-demand market," Telecommunications Policy, Elsevier, vol. 45(7).
    5. Hailin Zhang & Xina Yuan & Tae Ho Song, 2020. "Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective," Electronic Commerce Research, Springer, vol. 20(3), pages 589-608, September.
    6. Guangchao Charles Feng, 2017. "The dynamics of the Chinese film industry: factors affecting Chinese audiences’ intentions to see movies," Asia Pacific Business Review, Taylor & Francis Journals, vol. 23(5), pages 658-676, October.
    7. Stefan Stremersch & Jorge Gonzalez & Albert Valenti & Julian Villanueva, 2023. "The value of context-specific studies for marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 50-65, January.
    8. Gazley, Aaron & Clark, Gemma & Sinha, Ashish, 2011. "Understanding preferences for motion pictures," Journal of Business Research, Elsevier, vol. 64(8), pages 854-861, August.
    9. Bae, Giwoong & Kim, Hye-jin, 2019. "The impact of movie titles on box office success," Journal of Business Research, Elsevier, vol. 103(C), pages 100-109.
    10. Hasford, Jonathan & Hardesty, David M. & Kidwell, Blair, 2019. "Deliberation or distraction: How the presentation format of choice information impacts complex decision making," Journal of Business Research, Elsevier, vol. 103(C), pages 195-205.
    11. Moez Hababou & Nawel Amrouche & Kamel Jedidi, 2016. "Measuring Economic Efficiency in the Motion Picture Industry: a Data Envelopment Analysis Approach," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(3), pages 144-158, December.
    12. Kim, Ho & Bruce, Norris I., 2018. "Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 116-143.
    13. Darren Filson & James H. Havlicek, 2018. "The performance of global film franchises: installment effects and extension decisions," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 42(3), pages 447-467, August.
    14. Elif Ülker-demirel & Erkan Yıldız, 2020. "The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude," Istanbul Business Research, Istanbul University Business School, vol. 49(2), pages 339-359, November.
    15. Luke Butcher & Billy Sung & Kate Raynes-Goldie, 2019. "Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 227-239, May.
    16. Gupta, Aditya & Eilert, Meike & Gentry, James W., 2020. "Can I surprise myself? A conceptual framework of surprise self-gifting among consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    17. François A. Carrillat & Renaud Legoux & Allègre L. Hadida, 2018. "Debates and assumptions about motion picture performance: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 273-299, March.
    18. Larisa Kovalenko & Alina Sorescu & Mark B. Houston, 2022. "What brand do I use for my new product? The impact of new product branding decisions on firm value," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 338-365, March.
    19. Bertrand Belvaux & Rémi Mencarelli, 2021. "Prevision model and empirical test of box office results for sequels," Post-Print hal-03200091, HAL.
    20. Moon, Sangkil & Jalali, Nima & Song, Reo, 2022. "Green-lighting scripts in the movie pre-production stage: An application of consumption experience carryover theory," Journal of Business Research, Elsevier, vol. 140(C), pages 332-345.
    21. Belvaux, Bertrand & Mencarelli, Rémi, 2021. "Prevision model and empirical test of box office results for sequels," Journal of Business Research, Elsevier, vol. 130(C), pages 38-48.
    22. Denis Y. Orlov & Evgeniy M. Ozhegov, 2016. "Do sequel movies really earn more than non-sequels? Evidence from the US box office," ACEI Working Paper Series AWP-03-2016, Association for Cultural Economics International, revised Apr 2016.
    23. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    24. Wojciech Hardy, 2022. "Brace yourselves, pirates are coming! the effects of Game of Thrones leak on TV viewership," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 46(1), pages 27-55, March.

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