Fang Zhen, Noraien Mansor

Abstract:

In recent years, network literature has steadily produced intellectual property (IP) stars and provided abundant adaptation resources for the development of the Chinese comic-animation industry. Comic-animation adaptations of network literature involves extending the parent brand of the network literature to comic-animation products. This research is a preliminary study amongst Chinese undergraduates, to determine whether the current conditions are ripe for comic-animation adaptations of Chinese network literature from the perspective of brand extension. Data collected from a questionnaire survey was used to analyse five core factors: the parent brand (literature), extended products (comic-animation products), the relationship between the parent brand and extended products, consumer characteristics and environmental factors.

Keywords: Network literature, comic-animation, brand extension, comic-animation adaptation, two dimensions