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What do we know about fashion advertising? A review of the literature and suggested research directions

Charles R. Taylor|John P. Costello
한국마케팅과학회 (Korean Scholars of Marketing Science)|2017.01|Journal of Global Fashion Marketing|제8권 제1호|pp. 1-20|DOI http://dx.doi.org/10.1080/20932685.2016.1255855

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服饰fashionAdvertisingadvertising effectivenessapparel广告执行广告效应advertising execution广告；时尚
주제분류경영학

초록

This paper’s aim is to provide a comprehensive review of the literature on fashion advertising. Toward this end, the paper describes major theoretical perspectives that have been used in fashion advertising research; discusses major fi ndings that the cumulative body of research has produced in key sub-areas of fashion advertising research; and provides directions for future research. Key sub-areas of the fi eld which are discussed include what factors lead to eff ective advertisements; how diff erent types of models aff ect consumers and infl uence the eff ectiveness of ads; how consumers can be segmented potentially across nations; how social media advertising can be used to produce positive marketing outcomes; and how controversial fashion advertising impacts consumers. Future areas of research in the area of fashion advertising are identifi ed and explored.

Abstract

This paper’s aim is to provide a comprehensive review of the literature on fashion advertising. Toward this end, the paper describes major theoretical perspectives that have been used in fashion advertising research; discusses major fi ndings that the cumulative body of research has produced in key sub-areas of fashion advertising research; and provides directions for future research. Key sub-areas of the fi eld which are discussed include what factors lead to eff ective advertisements; how diff erent types of models aff ect consumers and infl uence the eff ectiveness of ads; how consumers can be segmented potentially across nations; how social media advertising can be used to produce positive marketing outcomes; and how controversial fashion advertising impacts consumers. Future areas of research in the area of fashion advertising are identifi ed and explored.

참고문헌 (67)

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