Systematic Literature Review in the Field of Art and Business

Masè, Stefania

doi:10.1007/978-3-030-51769-4_3

Cited by 1 publication

(2 citation statements)

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“…The interactions between the art world and businesses are rising. Art, being one of a kind, is an ideal source of added value, and brands in different industries worldwide are employing art in their marketing strategies (Masè, 2020; Kim et al , 2020). In 2015, the Gucci Gram promotional campaign invited emerging artists to create artworks that paired Gucci products with images inspired by the most famous paintings of René Magritte, Francesco Hayez and Grant Wood.…”

Section: Introductionmentioning

confidence: 99%

“…However, the art infusion phenomenon, its drivers and their interrelationships were given scant attention. Finally, Masè’s (2020) systematic literature review of art in business investigated various perspectives of art-based management practices but paid little attention to the art infusion phenomenon. Therefore, to understand the current state of the literature, this study addresses these gaps by systematically and comprehensively synthesizing available studies of the art infusion phenomenon, focusing particularly on consumer behavior in response to the presence of art in three of the 4Ps: product, place and promotion.…”

Section: Introductionmentioning

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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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%