Star Wars, uma lovemark: o consumo da força através dos produtos licenciados da franquia

Abstract

This final paper seeks to understand the motivations of Star Wars fans to consume franchise licensed products, and understand the relevance of the brand and its history in this process. Concepts on consumption, fans, symbology, mythology and love marks will be addressed, as well as a contextualization and characterization of the franchise, seeking various aspects presents in the films, which are responsible for the worldwide success since the first release in 1977, including the franchise in pop culture to this day. In this sense, there is also the objective of exploring the process of development of the first film to a saga that, until this day, contains three trilogies, totaling nine films. As an object of study, qualitative research was conducted from semi-open interviews with the saga's fans, where it was possible to determine which of the majority of consumers use an affective relationship with Star Wars, making the consumption of licensed products get driven by the experience and by the identification with its story and characters.