Loving "Mapple Store" but Hating "Sprawl-Mart": A Case Study of Brand Parodies in The Simpsons
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Tartalom: http://real.mtak.hu/43534/
Archívum: MTA Könyvtár
Gyűjtemény: Status = Published

Type = Article
Cím:
Loving "Mapple Store" but Hating "Sprawl-Mart": A Case Study of Brand Parodies in The Simpsons
Létrehozó:
Qiao, Fei
Chicotsky, Brandon
Billings, Andrew C.
Kiadó:
Magyar Kommunikációtudományi Társaság
Dátum:
2016
Téma:
HE2 Communications / hírközlés
Tartalmi leírás:
A content analysis of a total of 96 brands and 405 tweets reveal that 1) feature imitation is more frequently employed than theme imitation in brands with parodies in The Simpsons; 2) brands with parodies contain significantly more negative connotations than positive connotations; and 3) audiences have significantly more positive attitudes than negative attitudes toward both fictional brands and defictionalized brands. The findings are mainly consistent with 1) information processing and persuasive theory in communication and 2) brand defictionalization phenomenon in marketing, providing practical suggestions for both television and marketing practitioners. More theoretical and practical implications were further discussed.
Nyelv:
angol
Típus:
Article
PeerReviewed
info:eu-repo/semantics/article
Formátum:
text
Azonosító:
Qiao, Fei and Chicotsky, Brandon and Billings, Andrew C. (2016) Loving "Mapple Store" but Hating "Sprawl-Mart": A Case Study of Brand Parodies in The Simpsons. KOME: AN INTERNATIONAL JOURNAL OF PURE COMMUNICATION INQUIRY, 4 (1). pp. 69-83. ISSN 2063-7330
Kapcsolat:
MTMT:3154772; doi:10.17646/KOME.2016.15