摘要：This research tries to examine movie remake as a brand regeneration strategy using original movies as a narrative unit. The research examines the effects of movie related antecedents on consumer's perception. Consumers' perceptions develop through certain criteria's, which are developed either through their personal experience or through word of mouth. The movie related antecedents are responsible for altering a consumer's perception in a sequential manner where certain factors are found to manipulate the perceptions thus further influencing the decision of consumption. Remakes are considered as narrative units with previous exposure and evaluation from the consumer. An experimental setup is used to derive a conclusion from the study where perceptions are manipulated by alterations in the factors and then these factors are tested on the subjects. Overall the study proves that the change in the consumer's decision takes place when the key factors are manipulated to alter the perceptions of consumers.
