The corporate bandwagon: should entertainment get on board?

This paper examines the lack of brand awareness of the cinema studios. While individual films and their stars are at the attention of the public there is little attention to the organisations that made the films.

the corporate bandwagon

Should entertainment get on board?

Karissa KruseUniversity of Pennsylvania

An anxious buzz of excitement sends a tingle down your spine. The ticket you hold in your hand is the key to a two-hour thrill ride with your favourite...