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

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Fashion Marketing / 8권 / 1호 / 1 ~ 20페이지
· 저자명 : Charles R. Taylor, John P. Costello

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.

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