Loving "Mapple Store" but Hating "Sprawl-Mart": A Case Study of Brand Parodies in The Simpsons

Fei Qiao, Brandon Chicotsky, Andrew C. Billings
2016 KOME: An International Journal of Pure Communication Inquiry  
A content analysis of a total of 96 brands and 405 tweets reveal that 1) feature imitation is more frequently employed than theme imitation in brands with parodies in The Simpsons; 2) brands with parodies contain significantly more negative connotations than positive connotations; and 3) audiences have significantly more positive attitudes than negative attitudes toward both fictional brands and defictionalized brands. The findings are mainly consistent with 1) information processing and
more » ... ive theory in communication and 2) brand defictionalization phenomenon in marketing, providing practical suggestions for both television and marketing practitioners. More theoretical and practical implications were further discussed.
doi:10.17646/kome.2016.15 fatcat:mqrwirbmhzf5ti27dyt3r6ogyi