A content analysis of a total of 96 brands and 405 tweets reveal that 1) feature imitation is more frequently employed than theme imitation in brands with parodies in The Simpsons; 2) brands with parodies contain significantly more negative connotations than positive connotations; and 3) audiences have significantly more positive attitudes than negative attitudes toward both fictional brands and defictionalized brands. The findings are mainly consistent with 1) information processing and persuasive theory in communication and 2) brand defictionalization phenomenon in marketing, providing practical suggestions for both television and marketing practitioners. More theoretical and practical implications were further discussed.

中文翻译：

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喜欢“苹果商店”但讨厌“ Sprawl-Mart”：以《辛普森一家》中的品牌模仿为例

根据对总共96个品牌和405条推文的内容分析，发现：1）在《辛普森一家》中有模仿的品牌中，特征模仿比主题模仿更常用；2）带有仿冒品的品牌所包含的负面含义要比正面含义要多得多；3）对于虚构品牌和虚构品牌，观众的消极态度要明显多于消极态度。研究结果主要与1）传播中的信息处理和说服理论以及2）市场营销中的品牌虚构现象相吻合，为电视和市场营销从业人员提供了实用的建议。进一步讨论了更多的理论和实践意义。