Donde todos conocen tu nombre. La ficción como identidad de marca

  1. Álvarez-Rodríguez, Víctor 1
  2. Jiménez-Marín, Gloria 2
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

  2. 2 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

Revista:
Teknokultura: Revista de Cultura Digital y Movimientos Sociales

ISSN: 1549-2230

Any de publicació: 2023

Títol de l'exemplar: La investigación social digital

Volum: 20

Número: 2

Pàgines: 269-276

Tipus: Article

DOI: 10.5209/TEKN.85393 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: Teknokultura: Revista de Cultura Digital y Movimientos Sociales

Resum

This paper analyses the Cheers brand using a communicative and marketing tool called ‘reverse product placement’. This type of analysis explores efforts by advertisers and companies to exploit and develop fictional brands as an element of identity in audio-visual narrative fiction and in the business sphere, be that in the offline domain and/or the metaverse. The research design included a literature review, an in-depth interview, and a qualitative case study analysis. The results show the high communicative potential of audio-visual fiction to generate brand identity, loyalty, and engagement in real markets and in digital culture.

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Fuente de los datos: Dialnet