Research on brand spillover effect of China’s IP movie based on signal theory
Authors
Hongyang Ji1, Boya Liao2, Jingwei Cheng3, *
1School of Economics and Management, Communication University of China, Beijing, 100024, China
2School of Economics and Management, Communication University of China, Beijing, 100024, China
3Assistant professor, Master’s Supervisorupervisor, School of Economics and Management, Communication University of China, Beijing, 100024, China
*Corresponding author.
Email: chengjingwei@126.com
Corresponding Author
Jingwei Cheng
Available Online 2 September 2024.
- 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.
Cite this article
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 -