Exportar Publicação

MirmahdiKomejani, S.M., Bilro, R.G. & Loureiro, S. M. C. (2026). Fashion romanticism across the choice cycle. In 2026 Global Fashion Management Conference at Madrid Proceedings. (pp. 49-50). Madrid: Global Alliance of Marketing and Management Associations.

S. M. Komejani et al.,  "Fashion romanticism across the choice cycle", in 2026 Global Fashion Management Conf. at Madrid Proc., Madrid, Global Alliance of Marketing and Management Associations, 2026, pp. 49-50

@inproceedings{komejani2026_1784766917656,
	author = "MirmahdiKomejani, S.M. and Bilro, R.G. and Loureiro, S. M. C.",
	title = "Fashion romanticism across the choice cycle",
	booktitle = "2026 Global Fashion Management Conference at Madrid Proceedings",
	year = "2026",
	editor = "",
	volume = "",
	number = "",
	series = "",
	doi = "10.15444/GFMC2026.02.06.02",
	pages = "49-50",
	publisher = "Global Alliance of Marketing and Management Associations",
	address = "Madrid",
	organization = "",
	url = "http://gfmcproceedings.net/html/sub3_01.html"
}

TY  - CPAPER
TI  - Fashion romanticism across the choice cycle
T2  - 2026 Global Fashion Management Conference at Madrid Proceedings
AU  - MirmahdiKomejani, S.M.
AU  - Bilro, R.G.
AU  - Loureiro, S. M. C.
PY  - 2026
SP  - 49-50
SN  - 2288-825X
DO  - 10.15444/GFMC2026.02.06.02
CY  - Madrid
UR  - http://gfmcproceedings.net/html/sub3_01.html
AB  - Romantic advertising refers to promotional content that embeds love-related stimuli into brand or product messaging in order to attract individuals involved in romantic relationships. This style of communication can tend to evoke stronger reactions among romantically engaged consumers, particularly those with higher attachment anxiety who are more responsive to relational cues and emotional reassurance (Davis et al., 2024). The strategic relevance of romantic advertising becomes clear when acknowledging its potential reach because a large share of society experiences romantic love at least once in life, positioning romance-framed campaigns can be considered as a potent avenue for market influence. Within this context, understanding how romantic cues shape consumer reactions is crucial for both theory and practice. Although romantic advertising is widely employed across domains, this paper highlights romantic fashion advertising as a salient context in which fashion design is mobilized to support and promote couple-based relationships. Research in fashion studies has demonstrated the central role of sensuality in visual perception (Baek et al., 2018). Sensuality has been conceptualized as a formative principle that shapes how clothing engages with the body, movement, and surrounding space, extending beyond a purely stylistic role. Through elements such as silhouette, materiality, and bodily motion, fashion designs can create fluid and ambiguous visual forms that guide attention and interpretation (Shin, 2012).
ER  -