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

Heejin An Lim, Hyunjoo Im and Garim Lee

Journal of Global Fashion Marketing, 2022, vol. 13, issue 4, 289-303

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.

Date: 2022
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DOI: 10.1080/20932685.2022.2097939

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