The strengths of fashion film series : the effects on character empathy and brand anthropomorphism
Year of publication: |
2022
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Authors: | Lim, Heejin An ; Im, Hyunjoo ; Lee, Garim |
Published in: |
Journal of global fashion marketing : JGfM. - [Abingdon, Oxon] : Routledge, Taylor & Francis, ISSN 2325-4483, ZDB-ID 2669285-5. - Vol. 13.2022, 4, p. 289-303
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Subject: | brand anthropomorphism | character empathy | consumer-Brand relationship | Fashion film | repeated exposure | Mode | Fashion | Emotion | Filmwirtschaft | Film industry | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markenimage | Brand image | Werbewirkung | Advertising effects |
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