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    [0] => stdClass Object
        (
            [journal] => stdClass Object
                (
                    [id_jnl] => 85
                )

        )

    [1] => stdClass Object
        (
            [section] => stdClass Object
                (
                    [section] => 341
                )

        )

    [2] => stdClass Object
        (
            [title] => Array
                (
                    [0] => Análisis de las fashion films de las marcas de lujo del sector moda durante la pandemia del COVID-19@es
                    [1] => Brand narrative in fashion films of luxury fashion brands during the COVID-19 pandemic: multivariate analysis of their communicative potential@en
                )

        )

    [3] => stdClass Object
        (
            [abstract] => Array
                (
                    [0] => Con la evolución del marketing, las marcas se han visto obligadas a desarrollar nuevas formas de comunicación para llegar a su público objetivo. En este contexto, los fashion films se han convertido en una forma de branded content cada vez más valorado cuyo objetivo es conectar de forma más emocional el producto o la marca con los consumidores.El presente estudio pretende descubrir mediante un análisis de contenido la frecuencia con la que las marcas de lujo del sector moda utilizaron durante la primera ola de la pandemia del COVID-19 este tipo de materiales en sus perfiles oficiales de YouTube, las características que presentaron estas fashion films y, por último, las similitudes existentes entre las diferentes marcas analizadas. Los resultados demostraron que durante la pandemia global los fashion films fueron poco utilizados por las marcas de lujo del sector moda. Se concretó así mismo el tipo de contenido, los objetivos principales que buscaron las marcas con este tipo de materiales, el tipo de tono, escenarios, tipología de protagonistas y orden temporal más utilizados. Por último, el análisis de cluster permitió identificar tres agrupaciones de fashion films que desarrollaron estas marcas durante la pandemia. Son pocos los estudios que han analizado los fashion films del sector lujo durante el periodo concreto del COVID-19, por lo que los avances y descubrimientos que puedan realizarse a este respecto adquieren valor científico y de interés para la industria.@es
                    [1] => With the evolution of marketing, brands have been forced to develop new forms of communication to reach their target audience. In this context, fashion films have become an increasingly valued form of branded content that aims to connect the product or brand with consumers in a more emotional way. The present study aims to discover through a content analysis the frequency with which luxury brands in the fashion sector used during the first wave of the COVID-19 pandemic this type of material on their official YouTube profiles, the characteristics presented by these fashion films and, finally, the similarities between the different brands analyzed. The results showed that during the global pandemic fashion films were rarely used by luxury brands in the fashion sector. The type of content, the main objectives sought by brands with this type of material, the type of tone, scenarios, typology of protagonists and temporal order most used were also specified. Finally, the cluster analysis allowed us to identify three groups of fashion films developed by these brands during the pandemic. Few studies have analyzed the fashion films of the luxury sector during the specific period of COVID-19, so the advances and discoveries that can be made in this regard acquire scientific value and interest for the industry.@en
                )

        )

    [4] => stdClass Object
        (
            [author] => Array
                (
                    [0] => Coral Cenizo Ruiz-Bravo
                )

        )

    [5] => stdClass Object
        (
            [subject] => Array
                (
                    [0] => Branded content@en
                    [1] => Fashion film@en
                    [2] => Luxury brands@en
                    [3] => Marketing@en
                    [4] => Communication@en
                    [5] => Cluster analysis@en
                    [6] => Branded content@es
                    [7] => Fashion film@es
                    [8] => Marcas de lujo@es
                    [9] => Marketing@es
                    [10] => Comunicación@es
                    [11] => Análisis clúster@es
                )

        )

    [6] => stdClass Object
        (
            [source] => stdClass Object
                (
                    [vol] => 
                    [nr] => 
                    [year] => 
                    [theme] => 
                )

        )

    [7] => stdClass Object
        (
            [datePub] => Array
                (
                    [0] => 2022
                )

        )

    [8] => stdClass Object
        (
            [DOI] => Array
                (
                )

        )

    [9] => stdClass Object
        (
            [http] => Array
                (
                    [0] => stdClass Object
                        (
                            [type] => HTTP
                            [value] => Array
                                (
                                    [0] => http://raco.cat/index.php/Hipertext/article/view/395351
                                )

                        )

                )

        )

    [10] => stdClass Object
        (
            [language] => Array
                (
                )

        )

    [11] => stdClass Object
        (
            [license] => Array
                (
                    [0] => RESERVED
                    [1] => http://creativecommons.org/licenses/by-nc-nd/4.0
                    [2] => RESERVED
                )

        )

)