Papers by Marthinus Van Loggerenberg
An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions
International Journal of Advertising, Nov 11, 2022
In our international study of seven countries, we found that the academic-practitioner divide is ... more In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is for academia to produce relevant research, one that is useful for the industry. This should be widely and innovatively disseminated in a way that is easy to understand without dumbing it down. Practitioners generally do not like or know how to collaborate with academics, suggesting a need to develop a culture or mechanism that can raise awareness and foster mutual respect and trust between academia and industry. Bridging the divide will be challenging because of the existing academic reward structures. This situation needs to change. The discovery of two successful research institutes in the Netherlands and Australia shows how this divide can be bridged.
A Conceptual Framework and Measurement Instrument Development for Authentic Narrative in Branded Entertainment
European Advertising Academy, 2023
Branded entertainment should employ a compelling authentic narrative to achieve brand resonance. ... more Branded entertainment should employ a compelling authentic narrative to achieve brand resonance. Authentic narrative includes three dimensions: brand identity alignment; sincerity; and emotional meaning. This study proposes a conceptual framework and aims to develop a reliable and valid measurement instrument for the construct of authentic narrative in branded entertainment. The proposed measurement instrument was tested via an online consumer survey with participants recruited by a U.S.-based market research company (N = 509). Exploratory factor analysis (EFA) of the initial 23-item scale yielded two factors: brand identity alignment and emotional meaning, with sincerity excluded. Further item refinement and EFA, indicated the two factors account for 73.13% of the variances on an 18-item measurement scale (α = .97). Given that the sincerity dimension was not established, the subsequent theoretical and practical implications and the construct of authentic narrative are discussed and future directions for measurement instrument refinement are proposed.
An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions
International Journal of Advertising
In our international study of seven countries, we found that the academic-practitioner divide is ... more In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is for academia to produce relevant research, one that is useful for the industry. This should be widely and innovatively disseminated in a way that is easy to understand without dumbing it down. Practitioners generally do not like or know how to collaborate with academics, suggesting a need to develop a culture or mechanism that can raise awareness and foster mutual respect and trust between academia and industry. Bridging the divide will be challenging because of the existing academic reward structures. This situation needs to change. The discovery of two successful research institutes in the Netherlands and Australia shows how this divide can be bridged.
A Conceptual Framework and Measurement Instrument Development for Authentic Narrative in Branded Entertainment
European Advertising Academy, 2023
A conceptual framework and measurement instrument development for authentic narrative in branded entertainment
Wiesbaden: Springer Gabler, 2023
Branded entertainment should employ a compelling authentic narrative to achieve brand resonance. ... more Branded entertainment should employ a compelling authentic narrative to achieve brand resonance. Authentic narrative includes three dimensions: brand identity alignment; sincerity; and emotional meaning. This study proposes a conceptual framework and aims to develop a reliable and valid measurement instrument for the construct of authentic narrative in branded entertainment. The proposed measurement instrument was tested via an online consumer survey with participants recruited by a U.S.-based market research company (N = 509). Exploratory factor analysis (EFA) of the initial 23-item scale yielded two factors: brand identity alignment and emotional meaning, with sincerity excluded. Further item refinement and EFA, indicated the two factors account for 73.13% of the variances on an 18-item measurement scale (α = .97). Given that the sincerity dimension was not established, the subsequent theoretical and practical implications and the construct of authentic narrative are discussed and future directions for measurement instrument refinement are proposed.
Reflecting on Heather McGhee’s The Sum of Us through a South African Lens
Journal of Interdisciplinary Perspectives and Scholarship , 2022
A South African native living in the USA explores and examines the essence of The Sum of Us by co... more A South African native living in the USA explores and examines the essence of The Sum of Us by contemplating three post-Apartheid realizations in context of structural racism in the US: the illusion of being “born free”, the value of the philosophy of Ubuntu (“I am because we are”), and the role of respect in addressing racism. Ideas around shared narratives, reconciliation, mutual understanding, human value and freedom as something to be strived for, are denoted in relation to dismantling systemic racism for the sake of future generations in the US.
An international perspective of the academic-practitioner divide in advertising: An exploratory study into its causes and solutions
International Journal of Advertising, 2022
In our international study of seven countries, we found that the academic-practitioner divide is ... more In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is for academia to produce relevant research, one that is useful for the industry. This should be widely and innovatively disseminated in a way that is easy to understand without dumbing it down. Practitioners generally do not like or know how to collaborate with academics, suggesting a need to develop a culture or mechanism that can raise awareness and foster mutual respect and trust between academia and industry. Bridging the divide will be challenging because of the existing academic reward structures. This situation needs to change. The discovery of two successful research institutes in the Netherlands and Australia shows how this divide can be bridged.
A conceptual framework of authentic narrative in resonant branded entertainment: Practitioner perspectives
Journal of Brand Strategy, 2023
There is a dearth of practical guidelines for the development of branded entertainment that strat... more There is a dearth of practical guidelines for the development of branded entertainment that strategically builds brands. This exploratory qualitative research paper proposes a conceptual framework for authentic narrative in branded entertainment practice to achieve brand resonance. In-depth interviews with branded entertainment experts across six continents informed content analysis and the development of a proposed framework. All participants were also invited to review the conceptual framework. Findings suggest that branded entertainment narrative is deemed authentic, and hence enhances potential for resonance, if it is aligned with the brand’s identity; comprises a sincere intent to entertain; imbues emotional meaning; is original; is believable (or plausible); and shows a consideration to craft. The first three dimensions emerged as fundamental to developing authentic narrative. Brand resonance dimensions to be achieved are an emotional connection, audience engagement and a sense of community. Theoretical and practical implications include a conceptual framework of immediate value to practitioners creating branded entertainment by means of important dimensions. The conceptual framework could serve as reference for establishing measurement instruments and developing a planning model for authentic narrative to achieve resonant branded entertainment.
GBATA Conference 2010, 2010
Word-of-mouth is fluid and happening everywhere. Networks are invisible and sensitive to organisa... more Word-of-mouth is fluid and happening everywhere. Networks are invisible and sensitive to organisational behaviour. The post-modern consumer is sceptical of advertising messages. Friends‘ advice is trusted more. People love to be entertained and for a story to travel it needs to be ―sticky‖ i.e. have simplicity, credibility and value. The product or message must be relevant and appropriate to their lives. Influencers exist in every product category and marketers could utilise them authentically to infiltrate network hubs. However, a ―contagious‖ product is needed from a trusted, loved company with a solid reputation first before any ―buzz‖ or referrals could commence. Communication between the company and the subject ought to be ongoing and personal. Companies must not just aim to please, but exceed expectations in an innovative way to gain attention. A clear differentiation from competitors stated in an unconventional and memorable way is a potent combination to make an impact and b...
The spending power of black middle-to upper-class South Africans, commonly known in the marketpla... more The spending power of black middle-to upper-class South Africans, commonly known in the marketplace as Black Diamonds, is growing fast. But while it already constitutes close to 40% of the total consumer spending power in South Africa, recent research shows that ...
Creating Branded Entertainment that Resonates: Perspectives of Multinational Award Winners
Advances in Advertising Research (Vol. XI), 2021
Branded entertainment is embedded in alternative brand contact planning to create brand experienc... more Branded entertainment is embedded in alternative brand contact planning to create brand experiences towards customer-based brand resonance for strategic brand building. Many advertising practitioners are still orientating themselves in the art of creating impactful, strategically significant entertainment experiences for an entertainment category that has only been in existence since 2012. This research aimed to invite the perspectives of fifteen multinational award winning branded entertainment industry practitioners across six continents to identify the challenges facing branded entertainment and to advise on strategically significant practice-based principles. Findings indicated the existence of a compelling, authentic narrative as the foundation of branded entertainment as well as various other factors to be taken into consideration when planning and executing a branded entertainment campaigns to build brand resonance.
Towards a definition for branded entertainment: An exploratory study
Journal of Marketing Communications, 2021
Branded entertainment seemingly holds varied meanings. This is of concern as the discipline is gr... more Branded entertainment seemingly holds varied meanings. This is of concern as the discipline is growing in importance as a means to disrupt conventional brand communication practice. One can compare this problem to an industry that for argument’s sake does not understand or agree on the fundamental principles of advertising or public relations, resulting in ineffective communication efforts. The lack of a cohesive understanding and application of branded entertainment erodes its core value, which is to breakthrough clutter and connect with audiences through authentic narrative; thus, the potential for branded entertainment to achieve resonance is depleted. Brand resonance builds brands strategically. This exploratory study engaged the perceptions of globally recognized brand communication decision makers across six continents on defining branded entertainment. We conducted interviews with planners and creators of award-winning branded entertainment campaigns that were recognized by multiple Grand Prix and Gold wins at the world’s most respected advertising award shows. The research delivers a proposed definition: Branded entertainment is a communication effort that employs a compelling authentic narrative to achieve brand resonance. This definition can guide academics and practitioners on branded entertainment practice for strategic brand-building success.
MBA Thesis, Dec 1, 2009
The buoyant black middle class in South Africa are still underplayed and sometimes ignored by mar... more The buoyant black middle class in South Africa are still underplayed and sometimes ignored by marketers. Their specific frame of reference and the context of their background call for a marketing approach based on true insight into their attitudes, values and belief systems. Black middle-class women are gaining economic and influential ground by the day. Word-of-mouth is an integral part of their life and networking culture, especially standing with one foot in a Western world and another
in their traditional African roots and culture. Trusted advice from relevant
sources is now needed more than ever before for guidance in their quest
towards self-actualisation.
Journal of Marketing Communications, 2019
Branded entertainment seemingly holds varied meanings. This is of concern as the discipline is gr... more Branded entertainment seemingly holds varied meanings. This is of concern as the discipline is growing in importance as a means to disrupt conventional brand communication practice. One can compare this problem to an industry that for argument’s sake does not understand or agree on the fundamental principles of advertising or public relations, resulting in ineffective communication efforts. The lack of a cohesive understanding and application of branded entertainment erodes its core value, which is to breakthrough clutter and connect with audiences through authentic narrative; thus, the potential for branded entertainment to achieve resonance is depleted. Brand resonance builds brands strategically. This exploratory study engaged the perceptions of globally recognized brand communication decision makers across six continents on defining branded entertainment. We conducted interviews with planners and creators of award-winning branded entertainment campaigns that were recognized by multiple Grand Prix and Gold wins at the world’s most respected advertising award shows. The research delivers a proposed definition: Branded entertainment is a communication effort that employs a compelling authentic narrative to achieve brand resonance. This definition can guide academics and practitioners on branded entertainment practice for strategic brand-building success.
Journal of Digital Marketing, 2010
The buoyant black middle class in South Africa are still underplayed and sometimes ignored by mar... more The buoyant black middle class in South Africa are still underplayed and sometimes ignored by marketers. Their specific frame of reference and the context of their background call for a marketing approach based on true insight into their attitudes, values and belief systems. Black middle-class women are gaining economic and influential ground by the day. Word-of-mouth is an integral part of their life and networking culture, especially standing with one foot in a Western world and another in their traditional African roots and culture. Trusted advice from relevant sources is now needed more than ever before for guidance in their quest towards self-actualisation.
Thesis Chapters by Marthinus Van Loggerenberg
This study explored the strategic value of authentic narrative in branded entertainment. Authenti... more This study explored the strategic value of authentic narrative in branded entertainment. Authentic narrative gives form to narrative that is original, communicates the brand’s identity and purpose, and aligns with the target audience’s value system in a meaningful way, with the potential to achieve customer-brand resonance – therefore, its strategic value. The discipline of branded entertainment is imbedded in alternative brand contact planning. The term branded entertainment seemingly holds varied meanings among industry professionals and academics. This is of concern as the discipline is growing in importance as a means to disrupt conventional brand communication practice and to break through commercial clutter. One can compare this problem to an industry that for argument’s sake does not understand or agree on the fundamental principles of advertising or public relations, resulting in ineffective communication efforts. In many instances, branded entertainment is employed with an overt sales orientation as opposed to a brand orientation that engages an authentic brand identity-based narrative. The brand communication effort thus comes across as insincere, in particular where Millennials are concerned. This generation responds to brand communication that they can make a genuine emotional connection with and they expect of brands to provide entertaining content in their brand communication campaigns. They furthermore engage with brands on their own terms, something that branded entertainment enables and encourages. The lack of a cohesive understanding and application of branded entertainment erodes its core value, that is to break through clutter and connect with audiences through authentic narrative and thus, the potential for branded entertainment to achieve resonance is depleted. Using a qualitative interpretivist approach with a judgement sampling design, this exploratory study was conducted to engage the perceptions of globally recognised brand communication decision makers, i.e. advertising agency-side strategists and creatives, and client-side marketers on the strategic value of authentic narrative in branded entertainment. Interviews were conducted across six continents with these planners and creators, all who have received the highest international recognition of excellence in the form of multiple Grand Prix and Gold wins at the world’s most respected advertising award shows, for branded entertainment campaigns that they were directly responsible for. Depth of thought and opinion was gained through the exploration of the potential of authentic narrative to achieve brand resonance. The qualitative exploratory research that was conducted delivers a proposed definition: Branded entertainment is a communication effort that employs a compelling authentic narrative to achieve brand resonance, being the primary contribution of the study. This definition is of significance as it provides a common understanding of the branded entertainment construct towards brand resonance and guides the application thereof. Key findings were employed during this study to deliver a conceptual framework for the strategic value of authentic narrative in branded entertainment, being the secondary contribution of the study. The findings can advise brand communication decision makers on sound branded entertainment practice that engages authentic narrative for strategic brand-building success. It is envisaged that those agencies and clients that are responsive to the explorative and experiential nature of authentic narrative employment in branded entertainment planning will find the proposed conceptual framework to be of immediate strategic value. Companies and agencies in need of empirical evidence can apply the key findings of this study in the development of hypotheses for future research.
Drafts by Marthinus Van Loggerenberg
ICORIA , 2021
Branded entertainment should employ a compelling authentic narrative to achieve brand reson... more Branded entertainment should employ a compelling authentic narrative to achieve brand resonance. Authentic narrative includes three dimensions: brand identity alignment; sincerity; and emotional meaning. This study proposes a conceptual framework and aims to develop a reliable and valid measurement instrument for the construct of authentic narrative in branded entertainment. The proposed measurement instrument was tested via an online consumer survey with participants recruited by a U.S.-based market research company (N = 509). Exploratory factor analysis (EFA) of the initial 23-item scale (α = .97) yielded two factors: brand identity alignment and emotional meaning, with sincerity excluded. Further item refinement and EFA, indicated the two factors account for 73.13% of the variances on an 18-item measurement scale (α = .97). Given that the sincerity dimension was not established, the subsequent theoretical and practical implications and the construct of authentic narrative are discussed and future directions for measurement instrument refinement are proposed.Branded entertainment should employ a compelling authentic narrative to achieve brand resonance. Authentic narrative includes three dimensions: brand identity alignment; sincerity; and emotional meaning. This study proposes a conceptual framework and aims to develop a reliable and valid measurement instrument for the construct of authentic narrative in branded entertainment. The proposed measurement instrument was tested via an online consumer survey with participants recruited by a U.S.-based market research company (N = 509). Exploratory factor analysis (EFA) of the initial 23-item scale (α = .97) yielded two factors: brand identity alignment and emotional meaning, with sincerity excluded. Further item refinement and EFA, indicated the two factors account for 73.13% of the variances on an 18-item measurement scale (α = .97). Given that the sincerity dimension was not established, the subsequent theoretical and practical implications and the construct of authentic narrative are discussed and future directions for measurement instrument refinement are proposed.
ICORIA conference paper , 2022
The issue of the academic-practitioner divide (APD) is a long-standing one, yet, it continues to ... more The issue of the academic-practitioner divide (APD) is a long-standing one, yet, it continues to generate heated debate among academics. In our international study involving in-depth interviews in seven countries (Australia, Brazil, Chile, Japan, The Netherlands, South Africa, USA), we found that this divide is still very real today as it was decades ago. The findings address whether and how digitalization influences the APD, whether and how academic journals can play a role in bridging the divide especially for knowledge sharing and stimulating collaboration, and how intermediaries
can help bridging the divide through collaborations with academics. Findings show interesting differences between countries and inform future research into bridging the APD. Most importantly, the findings can inspire academics who are committed to improve useful knowledge exchanges and having fruitful relationships and collaborations with advertising practice.
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Papers by Marthinus Van Loggerenberg
in their traditional African roots and culture. Trusted advice from relevant
sources is now needed more than ever before for guidance in their quest
towards self-actualisation.
Thesis Chapters by Marthinus Van Loggerenberg
Drafts by Marthinus Van Loggerenberg
can help bridging the divide through collaborations with academics. Findings show interesting differences between countries and inform future research into bridging the APD. Most importantly, the findings can inspire academics who are committed to improve useful knowledge exchanges and having fruitful relationships and collaborations with advertising practice.