ABSTRACT Advertising equity is a newly introduced construct in advertising theory that demonstrates that consumers seek out advertisements from specific brands because they perceive those brands' ads to be worth their time. This study is the first to explore how fashion brands can build advertising equity with consumers regardless of different preferred processing styles. Qualitative interviews with women who love fashion and read fashion magazines were conducted to identify sources of advertising equity. Three routes to advertising equity were uncovered: (a) brand equity, (b) borrowed equity, and (c) style equity. The implications for future research in advertising scholarship and practice are discussed.

中文翻译：

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在时装广告中探索广告公平

摘要广告资产是广告理论中一种新引入的结构，它表明消费者从特定品牌中寻找广告，因为他们认为这些品牌的广告物有所值。这项研究是第一个探索时尚品牌如何建立与消费者的广告资产的渠道，而不论偏好的加工方式如何不同。对热爱时尚并阅读时尚杂志的女性进行了定性采访，以查明广告资产的来源。发现了获得广告资产的三种途径：（a）品牌资产，（b）借入资产和（c）样式资产。讨论了未来广告学和实践研究的意义。