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Artification strategies to improve luxury perceptions: the role of adding an artist name

Artification strategies to improve luxury perceptions: the role of adding an artist name The purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the underlying processes are explored through the mediation of perceptions of aesthetics, exclusivity and brand quality.Design/methodology/approachTwo experimental studies were conducted with two independent samples of students (n = 215) and the general population (n = 291). A between-subjects design (artist name: present versus absent) was used to test the main effect and mediation, and it was replicated in two different conditions: low- and high-quality brands.FindingsThe results indicate that when an artist’s name is added to the description of an art-infused product, luxury perceptions improve significantly. These results are also explained by a significant complementary mediation of aesthetics, exclusivity and product quality.Originality/valueThis paper addresses important issues in the understanding of alternative ways to gain luxury associations through an artification strategy. This paper clearly contributes to expanding the effects of art infusion in branding, considering the use of artists’ names as a luxury perception booster. In addition, this paper provides insight into the underlying processes and guides marketers on how to manage potential artist collaborations in low- or high-quality brand contexts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Artification strategies to improve luxury perceptions: the role of adding an artist name

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References (57)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1061-0421
eISSN
1061-0421
DOI
10.1108/jpbm-10-2020-3136
Publisher site
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Abstract

The purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the underlying processes are explored through the mediation of perceptions of aesthetics, exclusivity and brand quality.Design/methodology/approachTwo experimental studies were conducted with two independent samples of students (n = 215) and the general population (n = 291). A between-subjects design (artist name: present versus absent) was used to test the main effect and mediation, and it was replicated in two different conditions: low- and high-quality brands.FindingsThe results indicate that when an artist’s name is added to the description of an art-infused product, luxury perceptions improve significantly. These results are also explained by a significant complementary mediation of aesthetics, exclusivity and product quality.Originality/valueThis paper addresses important issues in the understanding of alternative ways to gain luxury associations through an artification strategy. This paper clearly contributes to expanding the effects of art infusion in branding, considering the use of artists’ names as a luxury perception booster. In addition, this paper provides insight into the underlying processes and guides marketers on how to manage potential artist collaborations in low- or high-quality brand contexts.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Mar 25, 2022

Keywords: Aesthetics; Brand quality; Exclusivity; Art infusion; Artification; Artist name; Luxification strategies; Luxury perceptions

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