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Art infusion phenomenon: a systematic literature review

Mansi Gupta (Department of Marketing, Indian Institute of Foreign Trade, New Delhi, India)
Rakesh Mohan Joshi (Indian Institute of Plantation Management, Bengaluru, Karnataka, India)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 22 September 2022

Issue publication date: 31 January 2023




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.


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.


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.


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.



Gupta, M. and Joshi, R.M. (2023), "Art infusion phenomenon: a systematic literature review", Journal of Product & Brand Management, Vol. 32 No. 2, pp. 235-256.



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