期刊名称：Ex-centric Narratives: Journal of Anglophone Literature, Culture and Media
电子版ISSN：2585-3538
出版年度：2020
期号：4
页码：100-112
DOI：10.26262/exna.v0i4.7919
语种：English
出版社：School of English, Aristotle University of Thessaloniki, Greece
摘要：This article focuses on how fans/consumers are unofficially involved in the promotion of an audiovisual brand, through a unified management design, what I call “joint brand management.” The proposed term describes how both production companies and brand/fan communities simultaneously contribute to the development, establishment, and expansion of a brand through a combination of conventional brand management strategies and unofficial content created by fans/brand enthusiasts.
