Media fans’ alignment with branding: A rich and under-explored research domain

Jacqueline Burgess; Christian M Jones

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Media fans’ alignment with branding: A rich and under-explored research domain

Journal article

Open access

Peer reviewed

Media fans’ alignment with branding: A rich and under-explored research domain

Jacqueline Burgess and Christian M Jones

Journal of New Business Ideas and Trends, Vol.16(1), pp.1-15

2018

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Abstract

Marketing

media fans

narrative brands

brand communities

brand engagement

brand attachment

brand transgression

Purpose: Marketing research into media fans has been focused on typologies or definitions, while research by Media Studies and Cultural Studies has been preoccupied with issues of power and hegemony in fan behaviour. However, media fans are a potentially lucrative research domain, which marketing researchers have neglected. This article seeks to identify their value to marketers and align a number of marketing concepts with their behaviour and practices for marketers to use. Design/methodology/approach: This article adopts the general conceptual goal of envisioning and proposes the new research domain of media fans. Findings: This article identifies that the marketing concepts of narrative brands, brand attachment, brand love, brand community, brand engagement, and brand transgression align with media fans' behaviours and practices, and proposes their use by media companies to better understand and leverage them to achieve positive outcomes for their brands. Originality/value: This article demonstrates the value of media fans behaviours and practices to brand managers of media companies and aligns a number of marketing concepts with them to use to better understand and leverage them. Also, the potential for committing brand transgressions with negative financial outcomes for media brands if media fans are misunderstood or ignored are explored and demonstrated.

Details

Title: Media fans’ alignment with branding: A rich and under-explored research domain
Authors: Jacqueline Burgess (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Christian M Jones (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Publication details: Journal of New Business Ideas and Trends, Vol.16(1), pp.1-15
Publisher: Australian Business Education Research Association
Date published: 2018
ISSN: 1446-8719
Organisation Unit: School of Business and Creative Industries; School of Social Sciences - Legacy; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Engage Research Lab; School of Law and Society
Language: English
Record Identifier: 99451318202621
Output Type: Journal article

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