| dc.description.abstract | In the world of high development of technology, more and more people can access
to the Internet and poses a huge change in content consumption. The appearance of OTT
service remarks a new age of entertainment and leads to the dramatic drop in the cable
traditional consumption. This study delves into the profound impact of original series,
using Disney Plus as a case study, specifically examining the series 'The Moving.' The
research investigates the intricate relationship between original content, under the theories
of Consumer-based brand equity in building brand loyalty and brand equity of OTT
services within the realm of Over-The-Top (OTT) services. Convenience sampling was
used in a questionnaire-based survey to undertake quantitative research. To evaluate the
theories, the partial least square structural equation modelling (PLS-SEM) method was
applied to the data. By analyzing viewer engagement, brand awareness strategies, and the
portrayal of brand personality in 'The Moving,' this study aims to uncover key insights into
how original series contribute to the establishment and augmentation of brand equity and
loyalty on the Disney Plus platform. The findings will offer valuable managerial
implications for marketing managers and streaming platforms seeking to optimize their
original content strategy for enhanced brand recognition and consumer loyalty in the
competitive OTT landscape and about to enter emerging market such as Vietnam. The
study also contributes a profound contribution for the research context about the role of
brand awareness in increasing brand salience and lead to the impact of enhancing brand
equity in the context of OTT service and its original series. | en_US |
