Perceptions of Branded Entertainment in South Africa

Event Location / Date(s)

Turku School of Economics, Turku, Finland

Event Name / Location

10th Global Brand Conference

Presentation Date

4-28-2015

Document Type

Conference Presentation

Presenter(s) / Author(s)

Russell Abratt, Nova Southeastern UniversityFollow
N. Musson
G. Bick

Description

This study explores the views of Branded Entertainment as an experiential marketing tool in South Africa. Branded Entertainment is a relatively new field that calls for more research to focus on how Branded Entertainment works, and how it can meet the various marketing and communication challenges in the current global marketplace (DeLorme, Reid, & Zimmer, 1994; Russell & Stern, 2006). Previous academic research has focused on research in the USA and Europe (Chan 2003), and no previous studies have been identified that have focused on Africa or South Africa. This study fills a gap in the literature as it specifically reviews the perspectives of South African practitioners of Branded Entertainment and discusses the utility of Branded Entertainment as a useful experiential marketing tool in South Africa.

NSUWorks Citation

Abratt, Russell; Musson, N.; and Bick, G., "Perceptions of Branded Entertainment in South Africa" (2015). HCBE Faculty Presentations. 1068.
https://nsuworks.nova.edu/hcbe_facpres/1068