{"title":"The strengths of fashion film series: The effects on character empathy and brand anthropomorphism","authors":"Heejin An Lim, H. Im, Garim Lee","doi":"10.1080/20932685.2022.2097939","DOIUrl":null,"url":null,"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"289 - 303"},"PeriodicalIF":3.3000,"publicationDate":"2022-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Fashion Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/20932685.2022.2097939","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
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