Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Thursday, May 5 • 10:30am - 10:50am
International Expansion of U.S. Movies: Brand Name Standardization and Adaptation

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Foreign markets play an integral role in the financial success of U.S. movies. Thus, U.S. motion picture firms are aggressively pursuing international expansion. With the increasing globalization in the marketplace, one of the challenges is how to brand a U.S. movie in foreign markets with different cultures and languages. Recognizing the importance of international expansion and marketplace trends, this study sheds light on the branding strategies of U.S. movies in Korea. Analyzing 1,784 U.S. movies that were released in Korea from 2003 to 2014, this study investigates the brand name strategies of U.S. movies, whether the titles indicate the country of origin, and the relationship between brand name strategies and their performance in the Korean market.


Jiyoung Cha

San Francisco State University

avatar for Amy Jo Coffey

Amy Jo Coffey

Associate Professor, University of Florida
Dr. Amy Jo Coffey is an associate professor in telecommunication management and director of the new online master's program in Audience Analytics at the University of Florida. She teaches courses in audience analysis, innovation and entrepreneurship, telecommunication programming... Read More →

Thursday May 5, 2016 10:30am - 10:50am EDT
Room South Lounge Law School
  Media Brands & Branded Media
  • Manuscript # 1015
  • Session # C32