Buoye, Alexander, et al. "Intellectual property extensions in entertainment services: Marvel and dc comics." Journal of Services Marketing 34.(2019): 239–51.
Added by: joachim (7/17/21, 5:56 PM) Last edited by: joachim (7/17/21, 6:06 PM)
|Resource type: Journal Article
Language: en: English
BibTeX citation key: Buoye2019
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Keywords: Adaptation, Comic book industry, DC, Economics, Empirical research, Film adaptation, Marvel, USA
Creators: Buoye, De Keyser, Gong, Lao
Collection: Journal of Services Marketing
The purpose of this paper is to look into the topic of IP category extensions in an entertainment setting. The main goal of the study is to explore the reciprocal spillover effect of customer experience (CX) ratings with an intellectual property (IP) in one medium (i.e. film) on the sales of the same IP in other media (i.e. comic books).