Research on brand spillover effect of China’s IP movie based on signal theory

DOI

10.2991/978-2-38476-277-4_157How to use a DOI?

Keywords

IP movie; Brand spillover effect; Signaling theory

Abstract

In recent years, many IP movies have achieved excellent box office results in China’s movie market, and brand spillover effects are generated due to the fact that the IP itself may transmit quality signals. In this paper, 338 IP movies in the Chinese movie market from 2014 to 2023 are taken as research objects to investigate whether there were brand spillover effects on these IP movies. At the same time, the quadrant classification chart based on “adaptation” and “series” creatively defines the classification of IP movies, and explores the brand spillover effect mechanism of different types of IP movies.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hongyang Ji
AU  - Boya Liao
AU  - Jingwei Cheng
PY  - 2024
DA  - 2024/09/02
TI  - Research on brand spillover effect of China’s IP movie based on signal theory
BT  - Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
PB  - Atlantis Press
SP  - 1395
EP  - 1405
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-277-4_157
DO  - 10.2991/978-2-38476-277-4_157
ID  - Ji2024
ER  -