Towards a definition for branded entertainment: An exploratory study

Loggerenberg, Marthinus Jc van; Enslin, Carla; Terblanche-Smit, Marlize

doi:10.1080/13527266.2019.1643395

Cited by 10 publications

(5 citation statements)

References 19 publications

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“…The temptation could be high to focus on activities that align with the potential entertainment and prestige expected to be gained from an ice hockey team, while jeopardizing the authenticity of the brand. After all, as stated before, branded entertainment can be a strategic vehicle that empowers organizations to separate themselves from the competition and lure individuals into consuming their brands in the era of sportainment (Van Loggerenberg et al. , 2021; Richelieu, 2021; Richelieu and Webb, 2022).…”

Section: Discussionmentioning

confidence: 99%

“…In fact, sport, music, video gaming, social media, TV, streaming, betting, cryptographic assets, etc., are competing for consumers' time and disposable income (Richelieu, 2021; Richelieu and Webb, 2022). In this new reality, branded entertainment can become a strategic instrument to help organizations break through the competition and entice individuals to consume their respective brands (Van Loggerenberg et al. , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

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The challenge of renewing a varsity sport brand: a mixed-methods approach

Richelieu

Gavrila

Sercia

2023

SBM

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PurposeThe purpose of this study was twofold. First, the authors analyzed how a major Canadian university sport brand was interpreted by its stakeholders and why the perception was so negative. Second, the researchers investigated how a dormant university sport brand could be revitalized.Design/methodology/approachA mixed-methods approach was designed. During the first year, a qualitative methodology was established. Researchers conducted 14 different focus groups, with students-athletes, students, coaches, university administrators, support staff and professors. In the second year, based on the initial findings, the researchers elaborated a quantitative protocol and built a multidimensional questionnaire which was administered to groups that were gravitating around the varsity brand. There were a total of 1,757 completed questionnaires.FindingsThe conclusions highlighted the weakness of the varsity brand and the limitations in leveraging the latter for the benefit of the institution. Contradictions in the marketing and branding decisions were noted, for which strategic recommendations were formulated.Research limitations/implicationsIn essence, the contributions of the paper relate to the strategic management of the brand and the mixed-methods approach borrowed in this research. Understanding how a brand is perceived is essential for managers in elaborating their strategy and, therefore, being able to connect effectively with their audience.Originality/valueThe potential strategic leverage of branding for universities becomes even more valuable as these institutions are increasingly using their varsity programs to compete with one another. This study specifically analyzes the case of a Canadian varsity brand whose values and resources differ greatly from other North American institutions.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

The challenge of renewing a varsity sport brand: a mixed-methods approach

Richelieu

Gavrila

Sercia

2023

SBM

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“…This is linked to the content marketing (CM) associated with a "content-as-value-in-use" notion (Ho et al, 2020), and is used for various goals related to the desired customer response (Lou & Xie, 2020). There are studies linking CM with functional (Pektas & Hassan, 2020), emotional (Loggerenberg et al, 2019), and social ( Jiao et al, 2017) values. Leroi-Werelds (2019) points that content provided by the organisation is only valuable if the customer uses it, thus CV should be considered in communication planning.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Communicating the Value of Waste Management to Customers: Focus on Website Content

Repovienė

Pažėraitė

2023

OMEE

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Understanding waste management processes and their role in positive environmental changes is significant at various levels. Among members of the public, awareness can be fostered by communicating the benefits of waste management and responding to the needs of individuals. The web is one of the communication channels that is easily accessible to many users and managed by waste management organisations. Therefore, this study aims to explore the combinations of content ideas, forms, and customer value dimensions in communication with society about the value of waste management through a website. Theoretical analysis showed that purposeful communication of customer value can be implemented by utilising different customer value dimensions using content marketing principles. Quantitative content analysis of waste management organisation websites was conducted and directed toward the current state of communication and its patterns. The results revealed that current content focuses on the repetitive communication of functional value through informative articles. Thus, a lack of more diverse content presenting the emotional and social values of waste management was identified. The waste management field can benefit by integrating various customer value dimensions and content marketing theory to identify new opportunities and ways to involve society and achieve the scale of impact needed.

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“…Penggunaan internet jarang digunakan untuk mengakses berita namun digunakan untuk hiburan, menggunakan mesin pencari dan memeriksa email (Ang et al 2006dalam Spurgeon, Ferrier, Gunders, & Graham, 2012. Penggunaan pesan hiburan dimanfaatkan pemasar untuk membentuk pesan Paylater dalam bentuk brand entertainment (Bang, Choi, Baek, Oh, & Kim, 2020;Karpinska-Krakowiak & Eisend, 2020;Lehu, 2007;van Loggerenberg, Enslin, & Terblanche-Smit, 2021) Peneliti mencermati hadirnya generasi baru menjadi sasaran komoditas dan memiliki nilai uang. Teknologi bisa saja membentuk kepribadian suatu generasi dan kondisi ini dimanfaatkan sebagai target komoditas baru.…”

Section: Hasil Penelitianunclassified

Untitled

Pamungkas¹,

Rusadi²

2022

LISKI

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Abstrak. Penelitian ini bertujuan untuk menemukan bagaimana konten dari produk kapitalisme dibentuk dalam aktivitas komunikasi pemasaran di era digital melalu brand Paylater. Produk kapitasime dipasarkan melalui konten-konten yang berkenaan dengan perilaku millennials melalui jalan cerita. Penelitian ini menggunakan analisis teks yang mengintegrasikan pengetahuan yang tersedia seperti sumber kajiuan komunikasi pemasaran. Penelitian ini menghadirkan objek Paylater adalah salah satu produk kapitalis yang bekerjasama dengan berbagai macam merchant e-commerce. Masing-masing e-commers membuat program komunikasi pemasarannya masing-masing untuk program tersebut. Hasil penelitian menunjukan bahwa bisnis "PayLater" mengemas pesan dengan melibatkan mediasi perpindahan makna "Paylater" menjadi "solusi" bagi manusia melalui propaganda. Hal ini berlaku pada setiap e-commerce yang bekerja sama dengan program "Paylater" dalam setiap promosinya. Pesan propaganda menggunakan sudut pandang kehidupan manusia millennials sebagai komoditas seperti gaya hidup, kebutuhan harian diatas kemampuan, rasionalitas, dan status sosial. Komoditas tersebut mendukung pesan utama yaitu "beli sekarang, bayar kemudian" dengan makna denotasinya adalah "berhutang".

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Towards a definition for branded entertainment: An exploratory study

Cited by 10 publications

References 19 publications

The challenge of renewing a varsity sport brand: a mixed-methods approach

The challenge of renewing a varsity sport brand: a mixed-methods approach

Communicating the Value of Waste Management to Customers: Focus on Website Content

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