{"id":8912,"date":"2020-01-09T11:21:30","date_gmt":"2020-01-09T11:21:30","guid":{"rendered":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/?p=8912"},"modified":"2020-01-09T11:21:30","modified_gmt":"2020-01-09T11:21:30","slug":"celebrating-success-prof-suraksha-gupta","status":"publish","type":"post","link":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/2020\/01\/09\/celebrating-success-prof-suraksha-gupta\/","title":{"rendered":"Celebrating Success: Prof Suraksha Gupta"},"content":{"rendered":"<p>Congratulations to Prof Suraksha Gupta and her co-authors Kohli G., Yen Y. and Alwi S.F. on the recent acceptance\u00a0of the paper: &#8220;<strong>Film or film brand? UK consumers&#8217; engagement with films as brands<\/strong>&#8220;, British Journal of Management.<\/p>\n<p>Abstract:<\/p>\n<p>Many films are produced annually, but only a small number of films reach the state of being considered and identified by consumers as film-brands. Film-brand identification is difficult to achieve, but it leads to engagement behaviours, e.g. repetitive viewing, positive word of mouth and purchase intention of relevant merchandise\/franchise. To help filmmakers better develop films as brands and benefit from their brand status, this paper takes a consumer-centric approach to investigate how and why films are identified and engaged by consumers as brands. Using an abductive mode of reasoning, a consumer film-brand engagement framework was developed through qualitative data collected from 35 semi-structured interviews and then validated using survey data with 1030 participants. This consumer film-brand engagement framework shows film identity coherency drives film-brand identification through the mediation effects of popularity, sequels and emotional bonding, whilst marketing effort, iconic status, franchising\/merchandising activities and timelessness are highlighted as key moderators, resulting in positive brand engagement behaviour.\u00a0 The paper sheds new light on film branding literature by theoretically explaining and empirically showing a sequential and consolidated process, which consumers go through to identify and engage with films as brands, leading to several managerial and marketing implications for filmmakers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Congratulations to Prof Suraksha Gupta and her co-authors Kohli G., Yen Y. and Alwi S.F. on the recent acceptance\u00a0of the paper: &#8220;Film or film brand?&#8230; <br \/><a href=\"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/2020\/01\/09\/celebrating-success-prof-suraksha-gupta\/\" rel=\"bookmark\"><strong>Read more<\/strong><\/a><\/p>\n","protected":false},"author":3560,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-8912","post","type-post","status-publish","format-standard","hentry","category-research"],"acf":[],"_links":{"self":[{"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/posts\/8912","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/users\/3560"}],"replies":[{"embeddable":true,"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/comments?post=8912"}],"version-history":[{"count":3,"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/posts\/8912\/revisions"}],"predecessor-version":[{"id":8915,"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/posts\/8912\/revisions\/8915"}],"wp:attachment":[{"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/media?parent=8912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/categories?post=8912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microsites.ncl.ac.uk\/nubsstaffblog\/wp-json\/wp\/v2\/tags?post=8912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}