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.
Bibliographical noteFunding Information:
This work was supported by the Design Graduate Program Scholarship and Creative Project Grant (University of Minnesota-Twin Cities, Department of Design, Housing, and Apparel). The researchers gratefully acknowledge the helpful comments provided by Jonathan Brown.
© 2022 Korean Scholars of Marketing Science.
- brand anthropomorphism
- character empathy
- consumer-Brand relationship
- Fashion film
- repeated exposure