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http://dx.doi.org/10.7230/KOSCAS.2013.32.289

A Validity Study on Brand Identity-based Strategy Model for Culture Content's One Source Multi Use : A Case Study on  

Kim, Young Jae (한양대학교 문화콘텐츠학과)
Publication Information
Cartoon and Animation Studies / v., no., 2013 , pp. 289-313 More about this Journal
Abstract
According to many researches on brand management, the decision makings on brand marketing should center on the brand identity. Based on the brand management theory, Brand Identity-based OSMU Strategy has been suggested, in which the decision makings for culture content's OSMU should be focused on the brand identity of content to maximize the brand equity. In this study, the effectiveness of suggested brand identity-based OSMU strategy model is empirically studied, together with the effect on the brand equity. The study on the consumer's attitude toward the Harry Potter T-shirt with the associations of 'magic, courage and confrontation against evil' proved that consumers respond more favorably in terms of their recognition of the fit-to-content, preference and perceived quality. With this result, the positive effect of brand identity-based OSMU on consumer attitude is verified. On the other hand, the study on the effect of brand identity bearing T-shirt on brand equity did not support the hypothesis that the brand identity-based OSMU has the positive feedback effect on the brand equity of culture content. Still, while the brand equity is established through the long period of time with consumer's consistent experience on the certain culture content, the effect of brand identity-based OSMU on brand equity has a room for further discussion and research. While the ultimate goal of marketing is to create the power brand with high brand value, the further discussion on the effective culture content OSMU strategy to create a power brand is needed.
Keywords
OSMU; Culture Content; Brand Equity; Brand Identity; Harry Potter;
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Times Cited By KSCI : 1  (Citation Analysis)
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