Entertainment marketing and experiential consumption

Hackley, C.; Tiwsakul, R.A.

doi:10.1080/13527260500358608

Entertainment marketing and experiential consumption

Hackley, C.; Tiwsakul, R.A.

Authors

C. Hackley

R.A. Tiwsakul

Abstract

The placement of brand references within mainstream entertainment (called here ‘entertainment marketing’) is a rapidly evolving marketing communications field in its scale and sophistication. Much previous research in the field has conceptualized entertainment marketing as promotion and focused on measuring consumer attitudes, purchase intentions and brand recall in response to brand exposure. This conceptual paper suggests that there is also a need for understanding the quality of consumer engagement with brands in the context of mediated entertainment. The paper draws on phenomenological/existential research traditions in order to begin to theorize the role that entertainment marketing techniques may play in facilitating consumer self‐concepts and identity formation through brand exposure within dramatic portrayals of characters and lifestyles.

Citation

Hackley, C., & Tiwsakul, R. (2006). Entertainment marketing and experiential consumption. Journal of Marketing Communications, 12(1), 63-75. https://doi.org/10.1080/13527260500358608

Journal Article Type	Article
Publication Date	Jan 1, 2006
Deposit Date	Aug 4, 2011
Publicly Available Date	Aug 23, 2011
Journal	Journal of Marketing Communications
Print ISSN	1352-7266
Electronic ISSN	1466-4445
Publisher	Taylor and Francis Group
Peer Reviewed	Peer Reviewed
Volume	12
Issue	1
Pages	63-75
DOI	https://doi.org/10.1080/13527260500358608
Keywords	Entertainment marketing, Product placement, Experiential consumption.
Public URL	https://durham-repository.worktribe.com/output/1505699