VOLUME 19 2019 NUMBER 1

Sex, violence and stereotypes in the brand equity of a series. The case of Game of Thrones
Álvaro J. Rojas Lamorena / Juan Miguel Alcántara Pilar / Mª Eugenia Rodríguez López 
Universidad de Granada (España)
Theoretical framework. The audiovisual sector has grown and evolved in recent years with the appearance of new products and companies that strive to achieve leadership in the sector, such as HBO or Netflix. Thus, the “Third Golden Age of Television” brings with it an increase in sexual, violent and stereotyped contents in television series.

Objective. The purpose of this study is to analyze the effects of these three elements in the construction of the Brand Equity of a series, specifically in the case of Game of Thrones.

Methodology. Through a questionnaire supplied to a sample of 240 subjects, analyzes are carried out by means of structural equations through LISREL, in order to determine the existence of relationships between attitude toward sex, violence and stereotypes and the formation of Brand Equity.

Results. The results confirm the existence of a direct and positive relationship between attitudes towards violence, sex and stereotypes and the formation of Brand Equity.

Conclusions. This research increases the literature related to Brand Equity, in a novel sector such as television series, confirming the importance of sex, violence and stereotypes when building Brand Equity.

Implications: This study can serve as a tool for the producers of television series, in general, and of Game of Thrones, in particular, since they should balance the presence of these contents in their creations since they can affect the evaluation by the spectators, affecting their Brand Equity.
KeyWords: Brand equity, Game of Thrones, sex, stereotypes, violence
DOI: 10.5295/cdg.170906ar
Bibliographic:
Rojas Lamorena, A.J., Alcántara Pilar, J.M. and Rodríguez López, M.E. 2019. Sexo, violencia y estereotipos en el brand equity de una serie. El caso de Juego de Tronos. Cuadernos de Gestión, 19(1), 15-40. DOI: 10.5295/cdg.170906ar

JEL Classification: M30, M31


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