کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029212 | 942610 | 2012 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
One can assume that there is most likely not a single person in the western world who has not been to a cinema, nor seen a trailer for a film to be released. This paper discusses consumer expectation influencers of film content and quality based on exploratory qualitative research using the screening of film trailers in New Zealand. The results show that the actors are the greatest influencers on film quality expectations, whilst genre has the greatest influence on film content expectations. This research underlines that whilst film marketers unlike film makers usually have no input in choosing actors, director or genre, they have the power to mediate how these are exposed to consumers in film trailers.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 6, November 2012, Pages 589–595
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 6, November 2012, Pages 589–595
نویسندگان
Jörg Finsterwalder, Volker G. Kuppelwieser, Matthew de Villiers,