“…Artist human brands have been studied mainly in theoretical frameworks (Marshall & Forrest, 2011;Preece & Kerrigan, 2015;Angelini & Castellani, 2021), with the only exception of the empirical work by Kucharska and Mikołajczak (2018), and through artist case studies, such as the analysis of the brand of Pablo Picasso (Muñiz, Norris, & Fine, & A, 2014), Andy Warhol (Kerrigan, Brownlie, Hewer, & Daza-LeTouze, 2011), Ai Weiwei (Preece, 2015), Marina Abramovic ́ (Marcus, 2015), Thomas Kinkade (Fillis, 2015), and Ernst Ludwig Kirchner (Weikop, 2012). A cultural economics approach to this information issue has only recently been developed, focusing on the Flemish old masters (Oosterlinck & Radermecker, 2019;Radermecker, 2019Radermecker, , 2020.…”