A conceptual framework of authentic narrative in resonant branded entertainment: Practitioner perspectives

Marthinus J.C. Van Loggerenberg, Carla Enslin and Marlize Terblanche-Smit
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Marthinus J.C. Van Loggerenberg: University of San Francisco, USA
Carla Enslin: Independent Institute of Education, South Africa
Marlize Terblanche-Smit: University of Stellenbosch Business School, South Africa

Journal of Brand Strategy, 2023, vol. 11, issue 3, 273-289

Abstract: There is a dearth of practical guidelines for the development of branded entertainment that strategically builds brands. This exploratory qualitative research paper proposes a conceptual framework for authentic narrative in branded entertainment practice to achieve brand resonance. In-depth interviews with branded entertainment experts across six continents informed content analysis and the development of a proposed framework. All participants were also invited to review the conceptual framework. Findings suggest that branded entertainment narrative is deemed authentic, and hence enhances potential for resonance, if it is aligned with the brand’s identity; comprises a sincere intent to entertain; imbues emotional meaning; is original; is believable (or plausible); and shows a consideration to craft. The first three dimensions emerged as fundamental to developing authentic narrative. Brand resonance dimensions to be achieved are an emotional connection, audience engagement and a sense of community. Theoretical and practical implications include a conceptual framework of immediate value to practitioners creating branded entertainment by means of important dimensions. The conceptual framework could serve as reference for establishing measurement instruments and developing a planning model for authentic narrative to achieve resonant branded entertainment.

Keywords: branded entertainment; authentic narrative; branded entertainment narrative; branded entertainment planning; conceptual framework branded entertainment; brand resonance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2023:v:11:i:3:p:273-289

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