본문 바로가기
KERD
논문KCI 등재

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

1

조회

0

다운로드

3

인용

0

참고문헌

키워드

주제분류경영학

초록

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.

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.

참고문헌 (53)

  1. Aggarwal, P., "When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism", The Journal of Consumer Research, 39(2), pp.307~323 (2011)[DOI]
  2. Bairrada, C. M., "Antecedents and outcomes of brand love:Utilitarian and symbolic brand qualities", European Journal of Marketing, 52(3, pp.4) (2018), 656~682
  3. Berger, I. E., "The effect of advertising on attitude accessibility, attitude confidence, and the attitude-behavior relationship", The Journal of Consumer Research, 16(3), pp.269~279 (1989)[DOI]
  4. Berlyne, D. E., "Novelty, complexity, and hedonic value", Perception & Psychophysics, 8(5), pp.279~286 (1970)
  5. Bornstein, R. F., "Exposure and affect : Overview and meta-analysis of research, 1968–1987", Psychological Bulletin, 106(2), pp.265~289 (1989)[DOI]
  6. Bornstein, R. F., "Boredom as a limiting condition on the mere exposure effect", Journal of Personality and Social Psychology, 58(5), pp.791~800 (1990)[DOI]
  7. Cacioppo, J. T., "Effects of message repetition and position on cognitive response, recall, and persuasion", Journal of Personality and Social Psychology, 37(1), pp.97~109 (1979)[DOI]
  8. Calder, B. J., "Television commercial wearout : An information processing view", Journal of Marketing Research, 17(2), pp.173~186 (1980)[DOI]
  9. Campbell, M. C., "Brand familiarity and advertising repetition effects", The Journal of Consumer Research, 30(2), pp.292~304 (2003)[DOI]
  10. Carroll, B. A., "Some antecedents and outcomes of brand love", Marketing Letters, 17(2), pp.79~89 (2006)[DOI]
  11. Chandler, J., "Use does not wear ragged the fabric of friendship : Thinking of objects as alive makes people less willing to replace them", Journal of Consumer Psychology, 20(2), pp.138~145 (2010)[DOI]
  12. "Nielsen Studies Impact of Facebook Video Ads Beyond View Counts" (2015)[URL]
  13. "3 reasons why brand storytelling is the future of marketing" (2019)[URL]
  14. Deighton, J., "Using drama to persuade", The Journal of Consumer Research, 16(3), pp.335~343 (1989)[DOI]
  15. "With ‘no particular roadmap,’ Gus Van Sant and Gucci make a fashion film" (2020)[URL]
  16. Delbaere, M., "Personification in advertising", Journal of Advertising, 40(1), pp.121~130 (2011)[DOI]
  17. Dessart, L., "How stories generate consumer engagement : An exploratory study", Journal of Business Research, 104, pp.183~195 (2019)[DOI]
  18. Dolbec, P. Y., "The impact of a flagship vs. A brand store on brand attitude, brand attachment and brand equity", Journal of Retailing, 89(4), pp.460~466 (2013)[DOI]
  19. Epley, N., "When we need a human : Motivational determinants of anthropomorphism", Social Cognition, 26(2), pp.143~155 (2008)[DOI]
  20. Escalas, J. E., "Sympathy and empathy : Emotional responses to advertising dramas", The Journal of Consumer Research, 29(4), pp.566~578 (2003)[DOI]
  21. Escalas, J. E., "Narrative processing: Building consumer connections to brands", Journal of Consumer Psychology, 14(1&2), pp.168~180 (2004)[DOI]
  22. Feng, J., "Empathy and online interpersonal trust : A fragile relationship", Behaviour & Information Technology, 23(2), pp.97~106 (2004)[DOI]
  23. Folse, J. A. G., "Spokescharacters", Journal of Advertising, 41(1), pp.17~32 (2012)[DOI]
  24. Fournier, S., "Consumers and their brands : Developing relationship theory in consumer research", The Journal of Consumer Research, 24(4), pp.343~373 (1998)[DOI]
  25. Jason Freeman, "Does in-Stream Video Advertising Work? Effects of Position and Congruence on Consumer Responses", Journal of Promotion Management, 28(5), pp.515~536 (2021), Informa UK Limited[DOI]
  26. Garretson, J. A., "The role of spokescharacters as advertisement and package cues in integrated marketing communications", Journal of Marketing, 69(4), pp.118~132 (2005)[DOI]
  27. Gernsbacher, M. A., "Do readers mentally represent characters’ emotional states?", Cognition & Emotion, 6(2), pp.89~111 (1992)[DOI]
  28. Green, M. C., "The role of transportation in the persuasiveness of public narratives", Journal of Personality and Social Psychology, 79(5), pp.701~721 (2000)[DOI]
  29. Hart, P. M., "The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value", Journal of Marketing Management, 29(1–2), pp.105~121 (2013)[DOI]
  30. Hayes, A. F., "Introduction to mediation, moderation, and conditional process analysis:A regression-based approach" (2019), Guilford publications
  31. Hopp, T., "Novelty effects in augmented reality advertising environments : The influence of exposure time and self-efficacy", Journal of Current Issues & Research in Advertising, 37(2), pp.113~130 (2016)[DOI]
  32. Hosany, S., "Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty", Journal of Marketing Management, 29(1–2), pp.48~68 (2013)[DOI]
  33. Songyee Hur, "“I” or “she", he”? The effects of visual perspective on consumers’ evaluation of brands’ social media marketing: From imagery fluency perspective, 2020, pp.11(1), 1~17[DOI]
  34. Jamid Ul Islam, "Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands", Journal of Global Fashion Marketing, 7(1), pp.45~59 (2016), 한국마케팅과학회[DOI]
  35. MacInnis, D. J., "Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me", Journal of Consumer Psychology, 27(3), pp.355~374 (2017)[DOI]
  36. Mar, R. A., "The function of fiction is the abstraction and simulation of social experience", Perspectives on Psychological Science, 3(3), pp.173~192 (2008)[DOI]
  37. Martin, B. A., "The influence of ad model ethnicity and self-referencing on attitudes: Evidence from New Zealand", Journal of Advertising, 33(4), pp.27~37 (2004)[DOI]
  38. Mathur, V. A., "Overlapping neural response to the pain or harm of people, animals, and nature", Neuropsychologia, 81, pp.265~273 (2016)[DOI]
  39. "Why Gucci Recruited James Corden to Host a Key Comeback Campaign" (2021)[URL]
  40. Nabi, R. L., "The role of a narrative’s emotional flow in promoting persuasive outcomes", Media Psychology, 18(2), pp.137~162 (2015)[DOI]
  41. Nikolinakou, A., "Viral video ads : Emotional triggers and social media virality", Psychology & Marketing, 35(10), pp.715~726 (2018)[DOI]
  42. Nordhielm, C. L., "The influence of level of processing on advertising repetition effects", The Journal of Consumer Research, 29(3), pp.371~382 (2002)[DOI]
  43. Michel Phan, "Social Media and Luxury Brand Management: The Case of Burberry", Journal of Global Fashion Marketing, 2(4), pp.213~222 (2011), 한국마케팅과학회[DOI]
  44. Rauschnabel, P. A., "You’Re so lovable: Anthropomorphism and brand love", Journal of Brand Management, 21(5), pp.372~395 (2014)[DOI]
  45. Riek, L. D., "How anthropomorphism affects empathy toward robots", Proceedings of the 4th ACM, 2009, 245~246
  46. Russell, C. A., "Consumers, characters, and products : A balance model of sitcom product placement effects", Journal of Advertising, 35(1), pp.7~21 (2006)[DOI]
  47. Schmidt, S., "Advertising repetition : A meta-analysis on effective frequency in advertising", Journal of Advertising, 44(4), pp.415~428 (2015)[DOI]
  48. Singh, S., "Brand performances in social media", Journal of Interactive Marketing, 26(4), pp.189~197 (2012)[DOI]
  49. "Brand storytelling: An effective, powerful way to help your brand stand out" (2019)[URL]
  50. "The new Gucci campaign inspired by a TV talk show starring Harry Styles is EVERYTHING" (2021)[URL]
  51. Van Laer, T., "The extended transportation-imagery model : A meta-analysis of the antecedents and consequences of consumers’ narrative transportation", The Journal of Consumer Research, 40(5), pp.797~817 (2014)[DOI]
  52. Wan, J., "Strong brands, strong relationships", pp.119~134 (2015), Routledge
  53. "Video marketing statistics 2022" (2022)[URL]

관련 논문AI추천

이 간행물의 다른 논문 (6건)