Lights, Camera, Brand!
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Purpose: The purpose of this study is to explore how consumers perceive brand-centric entertainment films, as well as how these films influence associations with the brands featured within them. Specifically, the study seeks to identify if and how these films shape or reshape brand meaning from a consumer perspective.
Methodology: The study takes a qualitative approach and employs a research design involving a thematic analysis of textual data from the online film reviewing platform Letterboxd.
Findings: The study finds that brand-centric entertainment films influence brand meaning by reshaping or reinforcing pre-existing brand associations in different ways. In some cases, these remain unaltered. In addition, the study finds that... (More) - Purpose: The purpose of this study is to explore how consumers perceive brand-centric entertainment films, as well as how these films influence associations with the brands featured within them. Specifically, the study seeks to identify if and how these films shape or reshape brand meaning from a consumer perspective.
Methodology: The study takes a qualitative approach and employs a research design involving a thematic analysis of textual data from the online film reviewing platform Letterboxd.
Findings: The study finds that brand-centric entertainment films influence brand meaning by reshaping or reinforcing pre-existing brand associations in different ways. In some cases, these remain unaltered. In addition, the study finds that consumers commonly discuss the perceived commercial intent of the films, and that concerns regarding this in some cases can be mitigated by adequately balancing commercial intent with entertainment value and authenticity. Lastly, the study finds that consumers commonly discuss the overall trend of brand-centric entertainment, with some being positive toward the phenomenon and others more skeptical.
Practical implications: Skepticism towards commercial intent can be mitigated if the film delivers substantial entertainment value or authenticity through self-awareness. The films can activate desire or purchase intent of the brands’ products, especially if it is a brand with edible products. Utilizing nostalgia can effectively reinforce positive brand meaning. The films should have a clear purpose, otherwise consumers will question their value. Lastly, audience interest in such films is not guaranteed and is heavily influenced by the quality of execution.
Value and originality: The study lies within the field of branded entertainment and contributes to research within this field by conceptualizing brand-centric entertainment, which has received limited academic attention. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9207976
- author
- Allgulander, Victor LU and Nyberg, Fanny LU
- supervisor
- organization
- alternative title
- A qualitative study of how consumers perceive brand-centric entertainment films and how these shape brand meaning
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Branded entertainment, Brand-centric entertainment, Brand meaning, Brand co-creation
- language
- English
- id
- 9207976
- date added to LUP
- 2025-09-17 10:18:21
- date last changed
- 2025-09-17 10:18:21
@misc{9207976,
abstract = {{Purpose: The purpose of this study is to explore how consumers perceive brand-centric entertainment films, as well as how these films influence associations with the brands featured within them. Specifically, the study seeks to identify if and how these films shape or reshape brand meaning from a consumer perspective.
Methodology: The study takes a qualitative approach and employs a research design involving a thematic analysis of textual data from the online film reviewing platform Letterboxd.
Findings: The study finds that brand-centric entertainment films influence brand meaning by reshaping or reinforcing pre-existing brand associations in different ways. In some cases, these remain unaltered. In addition, the study finds that consumers commonly discuss the perceived commercial intent of the films, and that concerns regarding this in some cases can be mitigated by adequately balancing commercial intent with entertainment value and authenticity. Lastly, the study finds that consumers commonly discuss the overall trend of brand-centric entertainment, with some being positive toward the phenomenon and others more skeptical.
Practical implications: Skepticism towards commercial intent can be mitigated if the film delivers substantial entertainment value or authenticity through self-awareness. The films can activate desire or purchase intent of the brands’ products, especially if it is a brand with edible products. Utilizing nostalgia can effectively reinforce positive brand meaning. The films should have a clear purpose, otherwise consumers will question their value. Lastly, audience interest in such films is not guaranteed and is heavily influenced by the quality of execution.
Value and originality: The study lies within the field of branded entertainment and contributes to research within this field by conceptualizing brand-centric entertainment, which has received limited academic attention.}},
author = {{Allgulander, Victor and Nyberg, Fanny}},
language = {{eng}},
note = {{Student Paper}},
title = {{Lights, Camera, Brand!}},
year = {{2025}},
}