The strengths of fashion film series: The effects on character empathy and brand anthropomorphism

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-07-27 DOI:10.1080/20932685.2022.2097939

Heejin An Lim, H. Im, Garim Lee

引用次数: 1

Abstract

ABSTRACT Despite the extensive research on the effects of storytelling in ads, studies have neglected to investigate fashion film series. The current research fills this gap, emphasizing the strengths of fashion film series. Previous studies on the effects of repeated exposure provide a framework to understand the superiority of film series (vs repeats). A 1-factor 3-level (fashion films: series vs. repeats vs. control) online experiment reveals that participants who viewed film series showed higher character empathy (marginally significant) and brand anthropomorphism than participants who viewed film repeats or viewed a film once (control condition). Moreover, character empathy mediated the relationship between fashion films and brand anthropomorphism. Furthermore, brand anthropomorphism is associated with brand love. The study shows that exposure to diverse stories about a character is more effective than repetitive stories in strengthening the consumer-brand relationship.

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时尚系列电影的长处：对角色移情和品牌拟人化的影响

摘要尽管人们对讲故事在广告中的作用进行了广泛的研究，但研究却忽视了对时尚电影系列的调查。目前的研究填补了这一空白，强调了时尚电影系列的优势。先前关于重复曝光效果的研究为理解电影系列（与重复）的优越性提供了一个框架。一项1因素3水平（时尚电影：系列与重复与对照）的在线实验表明，观看系列电影的参与者比观看重复电影或观看一次电影的参与者（对照条件）表现出更高的角色同理心（边际显著）和品牌拟人化。此外，角色移情在时尚电影与品牌拟人化之间起着中介作用。此外，品牌拟人化与品牌爱有关。研究表明，在加强消费者品牌关系方面，接触关于一个角色的不同故事比重复故事更有效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.