Is artification perceived by consumers of luxury products? The research relevance of a customer-based brand equity model

Masè, Stefania; Cedrola, Elena; Cohen-Cheminet, Geneviève

doi:10.1080/20932685.2018.1463861

Cited by 11 publications

(6 citation statements)

References 36 publications

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“…In addition to this “luxury” effect of art, classical theories on image spillover (e.g. Dancin & Smith, 1994; Magnusson, Krishnan, Westjohn, & Zdravkovic, 2014) proposed a direct transfer from (urban) art associations on brand image (e.g., Masè, Cedrola, & Cohen‐Cheminet, 2018). In addition to luxury, art in general and urban art in particular are connected with further associations such as creativity, youth and urban culture (e.g., Borghini et al, 2010).…”

Section: Theoretical Foundationmentioning

confidence: 99%

From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products

Baumgarth

Wieker

2020

Creat Innov Manage

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Combinations of art and products are a classic and current topic. Examples like the collaboration of the Medici with artists in the Renaissance or the logo development of Chupa Chups by Salvador Dali are historical examples. The BMW art cars by Jeff Koons and Cao Fei or the art-based special editions of Louis Vuitton bags are current best practices. All these cases expected a positive impact of art on the product or brand evaluation. This spillover effect was coined "art infusion effect" by Hagtvedt and Patrick. This, as well as further studies on the art infusion effect, are predominantly concerned with classical fine arts. However, despite an observable increase of urban arts-brands collaborations, the effects of these have not been researched. Our study determines that graffiti and street art are perceived by consumers as art. To confirm the art infusion effect for urban art, a laboratory experiment was conducted. The presence of urban art has a favourable influence on the evaluation of products. These results replicate and extend the findings of Hagtvedt and Patrick. As drivers of the urban art infusion effect, we also identify two additional drivers: the fit between the art and the product and the "lifestyle perception".

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Section: Theoretical Foundationmentioning

confidence: 99%

From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products

Baumgarth

Wieker

2020

Creat Innov Manage

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“…Perception that the product is positioned as hedonic or utilitarian Huettl and Gierl (2012) low-intensity craftmanship, which affects consumers' purchase intentions (De Angelis et al, 2020). By contrast, some studies have proposed that artistic collaborations do not sway consumers' impression of the quality of luxury products (Masè et al, 2018(Masè et al, , 2020. Similarly, displaying sculptures in a mall does not directly create utilitarian value for consumers (Vukadin et al, 2018); however, it becomes more significant if consumers enjoy a hedonic experience first.…”

Section: Product Positionmentioning

confidence: 99%

“…Music and artists’ interventions improve brand attachment (Cuny et al , 2020). Notably, Masè et al (2018) postulated that collaboration with artists does not build consumers’ brand loyalty. However, a later study by the same researchers found the positive impact of artistic collaboration on loyalty to luxury brands (Masè et al , 2020).…”

Section: Conceptual Modelmentioning

confidence: 99%

“…A series of experiments confirmed that visual art influences consumers’ perception of a brand extension by positively affecting brand image. Furthermore, brand–artist collaborations build a favorable brand image and strengthen consumers’ general association with a brand (Masè et al , 2018, 2020). However, art-infused fashion products have demonstrated the opposing effects: brand image is enhanced in the presence of art, but consumers do not evaluate brand offerings more favorably (Kim et al , 2012).…”

Section: Conceptual Modelmentioning

confidence: 99%

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Art infusion phenomenon: a systematic literature review

Gupta

Joshi

2022

JPBM

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Purpose This study aims to provide a structured and comprehensive synthesis of studies of the art infusion phenomenon, which describes the influence of art on consumers’ perception and evaluation of a product with which that art is associated. Further, this study aims to identify the issues in the literature and suggest future research directions. Design/methodology/approach Publications relevant to the art infusion phenomenon until 2021 were identified through a systematic literature review. Subsequently, the 35 retrieved articles that met the selection criteria were evaluated using descriptive and content analyses. Findings This literature review brings to light the origin, significance, evolution and development of the art infusion phenomenon. This study highlights the catalogue of drivers of this phenomenon and illuminates the interrelationships among the factors through a conceptual model using the stimulus-organism-response (SOR) paradigm. Research limitations/implications This study adds to the art infusion literature by synthesizing extant studies and presenting a comprehensive overview of the subject, thereby motivating its prorogation and becoming a single point of reference for scholars. Originality/value The art infusion phenomenon has become a dominant theoretical pillar in the fields of arts and branding. However, little effort has been made to systematically review research on the phenomenon and consolidate its findings. To address this gap, this study first identifies and categorizes the factors that influence the art infusion phenomenon using the SOR paradigm. This study then creates a conceptual model that elucidates the interrelationships among the key elements of the phenomenon.

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“…Araştırma neticesinde ise reklamda kullanılan sanat eserine yönelik tüketici algısının her iki reklam bazında da reklamı yapılan ürüne yönelik lüks algısını etkilediği, ayrıca reklama yönelik prestij algısının söz konusu ilişkiye aracılık ettiği sonuçlarına ulaşılmıştır. enderlik olduğu düşünüldüğünde, algısal enderliği destekleyebilmek amacıyla yayılma etkisine bağlı olarak bünyesinde taşıdığı enderlik, seçkinlik ve lüks gibi anlamları birlikte kullanıldığı ürün veya reklam gibi yanındaki unsurlara aktarabilen görsel sanatlarla yapılan ortaklıklar dikkatleri çekmektedir (Hagtvedt & Patrick, 2008a;Hagtvedt & Patrick, 2008b;Dion & Arnould, 2011;Kapferer J. N., 2014;Hüttl-Maack, 2018;Masè, Cedrola, & Cohen-Cheminet, 2018). Öyle ki, geniş kitlelere seslenebilen reklam ile enderlik ve lüks algılarını taşıyan sanatın yapacağı iş birlikleri, daha fazla tüketiciye sahip olma ve lüks algısı yaratma ikileminde kalan markalar için kullanışlı bir yol olarak işaret edilmektedir (Hetsroni, 2005;Hetsroni & Tukachinsky, 2005;Huettl & Gierl, 2012;Van Niekerk & Conradie, 2016;Hüttl-Maack, 2018).…”

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Lüks Algısı Bağlamında Reklamda Sanat Eseri Kullanımı: “İnci Küpeli Kız” Reklamları Örneği

Cesur

Tosun

2021

Selçuk İletişim

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The luxury, which is more accessible by mass production, has been called the new luxury. However, within the scope of the new luxury, it is noticed that the brands get into a tight corner in terms of creating luxury perception while appealing to the masses. Accordingly, it is observed that both luxury and mass brands sometimes cooperate with the visual arts, which naturally incorporate meanings such as rarity and luxury, in order to create luxury perception. The present study analyses the use of artwork in advertising in the context of luxury perception. The research is based on two advertisements, one of them is reenactment of the painting of "Girl with a Pearl Earring" by Vermeer, and applies hedonic message, and the other one manipulates the same painting and gives utilitarian message. It is analyzed quantitatively by path analysis technique whether the consumer perception towards the artwork featured in the advertisement reflects on the luxury perception of the advertised product. Moreover, with the mediation model established, the research also questions whether the prestige perception of advertising mediates the potential relationship between the perception of artwork and the luxury perception. Results show that the perception of artwork affects the luxury perception of advertised product in both cases, and also the prestige perception of advertisement has mediating role.

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Is artification perceived by consumers of luxury products? The research relevance of a customer-based brand equity model

Cited by 11 publications

References 36 publications

From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products

From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products

Art infusion phenomenon: a systematic literature review

Lüks Algısı Bağlamında Reklamda Sanat Eseri Kullanımı: “İnci Küpeli Kız” Reklamları Örneği

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