A call for authentic narrative in branded entertainment: A measurement instrument

Marthinus Van Loggerenberg, Zifei Fay Chen, Carla Enslin and Marlize Terblanche-Smit
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Marthinus Van Loggerenberg: Associate Professor of Advertising, University of San Francisco, USA
Zifei Fay Chen: Associate Professor of Public Relations, University of San Francisco, USA
Carla Enslin: Director of the Postgraduate and Research Centre, Independent Institute of Education, South Africa
Marlize Terblanche-Smit: Professor of Marketing, Stellenbosch Business School, South Africa

Journal of Brand Strategy, 2024, vol. 13, issue 4, 356-379

Abstract: This paper proposes a measurement instrument to construct an authentic narrative in branded entertainment, harnessing potential to achieve brand resonance. Brand resonance assists in building brands strategically. Previous qualitative research has revealed that an authentic narrative in branded entertainment has three key dimensions: alignment with the brand’s identity, sincerity in entertainment intent and emotional meaning. The proposed measurement instrument is empirically tested and refined in two survey studies conducted with US consumers. Study 1 (n = 509) tests the dimensionality of the measurement scale. Study 2 (n = 617) confirms the dimensionality and further refines the measurement into a 13-item scale. Results also confirm that an authentic narrative in branded entertainment positively influences brand attitudes. This instrument offers immediate utility for industry practitioners seeking to enhance the effectiveness of their branded entertainment strategies.

Keywords: branded entertainment; authentic narrative; branded entertainment narrative; branded entertainment planning; measurement instrument; brand resonance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:13:i:4:p:356-379

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