Category spanning, naming strategies and performance implications in the US film industry

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Author(s)

Detail(s)

Original languageEnglish
Title of host publicationAcademy of Management Proceedings
PublisherAcademy of Management
Volume2008 (ISSUE 1)
ISBN (Electronic)2151-6561
ISBN (Print)0065-0668
Publication statusPublished - Aug 2008
Externally publishedYes

Conference

Title2008 Academy of Management Annual Meeting (AOM 2008)
PlaceUnited States
CityAnaheim, CA
Period8 - 13 August 2008

Abstract

In this paper, we introduce naming as a legitimatizing tool that allows producers to use genre spanning as a way of differentiation without being ignored or devalued by audiences. With the product name providing a legitimacy shield, genre spanning helps reduce audience satiation and leads to higher performance of the product. In addition to the legitimacy shield function, the product name can also be manipulated to a certain extent and different naming strategies can be used to achieve distinctiveness. An analysis of film sequels released in the US market between 1982 and 2007 largely corroborated these propositions. The findings also indicate that the differentiation through genre spanning and naming strategies is more beneficial for the focal film sequel when the previous film in the same film series performs worse.

Research Area(s)

  • Film industry, Genre spanning, Naming strategies

Citation Format(s)

Category spanning, naming strategies and performance implications in the US film industry. / ZHAO, Eric Yanfei; LI, Stan Xiao; ISHIHARA, Masakazu.

Academy of Management Proceedings. Vol. 2008 (ISSUE 1) Academy of Management, 2008.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review