Using brand alliances with artists to expand retail brand personality

Kim, Pielah; Vaidyanathan, Rajiv; Chen, Hua; Stoel, Leslie

doi:10.1016/j.jbusres.2017.10.020

Cited by 27 publications

(27 citation statements)

References 33 publications

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“…For example, the danger of a wear‐out effect by using art‐brand collaborations over a long period of time and/or for a high number of brands or products in one sector is not addressed in the research. Also, the relevance of the fit between art and product category or brand is not analysed in detail (Kim, Vaidyanathan, Chang, & Stoel, 2018). In addition to that, the possible danger of art‐brand collaborations on brand constructs like brand trust and reputation is unclear.…”

Section: Discussionmentioning

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: Discussionmentioning

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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“…Brand alliances represent a spill‐over mechanism where the partnering brand's personality is transferred to the host brand, which induces consumers to re‐conceptualize its personality (Desai & Keller, ). Because entity theorists believe in the fixedness of traits, moderately incongruent alliances dilute perceptions of the brand's personality (e.g., fashion retailers allying with visual artists; Kim, Vaidyanathan, Chang, & Stoel, ). Specifically, entity theorists’ rejection of malleability “disrupts cognitive processing and generates instability in cognition” (Kim et al, , p. 426).…”

Section: Brandsmentioning

confidence: 99%

“…Because entity theorists believe in the fixedness of traits, moderately incongruent alliances dilute perceptions of the brand's personality (e.g., fashion retailers allying with visual artists; Kim, Vaidyanathan, Chang, & Stoel, ). Specifically, entity theorists’ rejection of malleability “disrupts cognitive processing and generates instability in cognition” (Kim et al, , p. 426). However, the same dilution effect does not occur with incremental theorists who, based on their belief in personality malleability, can expand their view of the brand's personality in cases of moderate incongruency and thus accept the expansion.…”

Section: Brandsmentioning

confidence: 99%

Consumer psychology of implicit theories: A review and agenda

Jain

Weiten

2019

Consumer Psychology Review

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Implicit theories are the beliefs that individuals hold regarding the nature of human and nonhuman attributes, as well as more global phenomena. Over the past three decades, social and consumer psychologists have garnered a rich set of findings from investigating the processing and judgmental impact of implicit theories on various facets of people's day-to-day lives. This review begins with a brief summary of the history of implicit theory research before explicating its current state in consumer psychology. The review categorizes the current, and rather fragmented, landscape of the consumer psychology of implicit theories into three broad areas: brands, persuasion, and consumption behaviors. We conclude our review by contributing to an expanding dialogue regarding the future of consumer research pertaining to implicit theories. K E Y W O R D Sadvertising, brands, decision-making, implicit theories, malleability, mindsets | 61 JAIN ANd WEITENElliott & Dweck, 1988), and shape perceptions on effort (Blackwell et al., 2007;Grant & Dweck, 2003). Stemming in part from findings in social psychology, consumer researchers have studied how implicit beliefs can impact consumption-oriented processes and outcomes.Our emphasis being on consumer research pertaining to implicit theories, we find that most extant consumer literature pertaining to implicit theories has tended to center on three main areas: brands,

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“…However, general tendencies have yet to appear. The scientific reviews have defined the alliances of art and business as a popular type of partnership because a wide range of enterprises use this powerful tool for the expansion of retail brand personality (Zsolnai & Wilson, 2016;Kim, Vaidyanathan, Chang, & Stoel, 2018).…”

Section: Problem Statementmentioning

confidence: 99%