Abstract
The “Third Golden Age of Television” has provoked a great television expansion where series with sexual, violent, and stereotyped elements are getting positioned as references. This research analyzes how these three elements influence the generation of “brand equity” of a series such as “Game of Thrones.” After the proposal and validation of the scale, a sample of 240 subjects is obtained. Through LISREL we obtain results that confirm the presence of a positive and direct relationship between the attitudes of the spectators towards the three elements and the generation of “brand equity.” With this study we provide an application of “brand equity” to television products in which, in addition, the contents included in them influence the construction of “brand equity.”
Presenters
Alvaro J. Rojas-LamorenaIván Manuel Sánchez-Duarte
Student (research scholarship), marketing research and marketing department, University of Granada, Faculty of Education, economy and technology of Ceuta, Spain Juan Miguel Alcántara-Pilar
Associate professor, Marketing, University of Granada, Ceuta, Spain María Eugenia Rodríguez-López
Assistant professor, Marketing and market research, Universidad de Granada, Spain
Details
Presentation Type
Theme
KEYWORDS
Brand Equity Attitudes
Digital Media
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