Keywords
consumer-brand relationships
brand perceptions
brand attributes
media managers
How to Cite
Abstract
This study explores consumer-brand relationships and self-concept in engagement with high-value media properties, specifically superheroes. Despite their cultural prominence, limited research exists on this connection. Using a mixed-method approach—focus groups and survey data from 481 Marvel and DC fans analysed via regression, multi-dimensional scaling, and perceptual mapping the study identifies relatability, shared values, and transcending limitations as key drivers of brand engagement. Interestingly, consumers often overlook narcissism and the absence of superpowers. The findings offer strategic insights for brand managers and product developers, highlighting the value of adaptable portrayals to reach diverse audiences. This research advances marketing literature by revealing how consumers perceive superhero brands, enhancing strategies for branding, engagement, and product alignment in the entertainment and consumer goods sectors.
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