What do we know about fashion advertising? A review of the literature and suggested research directions. Issue 1 (2nd January 2017)

• Record Type: Journal Article
• Authors: Taylor, Charles R.; Costello, John P.
• Is Part Of: Journal of global fashion marketing. Volume 8:Issue 1(2017)
• Page Start: 1
• Page End: 20
• Publication Date: 2017-01-02
• Subjects: Advertising -- fashion -- advertising effectiveness -- advertising execution -- apparel; 广告 -- 时尚 -- 广告效应 -- 广告执行 -- 服饰; Fashion -- Periodicals; Fashion merchandising -- Periodicals; 687.0688
• DOI: 10.1080/20932685.2016.1255855
• Languages: English
• ISSNs: 2093-2685

Abstract

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 findings 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 field which are discussed include what factors lead to effective advertisements; how different types of models affect consumers and influence the effectiveness 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 identified and explored.