Film or Film Brand? UK Consumers’ Engagement with Films as Brands

Many films are produced annually, but only a small number of films reach the state of being considered and identified by consumers as film brands. Film‐brand identification is difficult to achieve, but it leads to engagement behaviours (e.g. repetitive viewing, positive word‐of‐mouth and purchase intention of relevant merchandise/franchise). To help film‐makers better develop films as brands and benefit from their brand status, this paper takes...