Developing Affective Brands: Paratextualization in the Entertainment Industry

Maranhão de Souza-Leão André Luiz (), Moura Bruno Melo, Lopes Mariana Almeida de Souza, Batista Marília Abigail Meneses, Melo Maria Eduarda da Mota and Santos Juliana Francisca Dutra Dos
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Maranhão de Souza-Leão André Luiz: 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

Review of Marketing Science, 2023, vol. 21, issue 1, 111-141

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.

Keywords: brand love; affection; entertainment industry; paratexts; Foucauldian Discourse Analysis (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1515/roms-2022-0021

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