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

Vicente Marin (Department of Business Administration, School of Economics and Business, University of Chile, Santiago, Chile)
Cristóbal Barra (Department of Business Administration, School of Economics and Business, University of Chile, Santiago, Chile)
Jorge Moyano (Department of Business Administration, School of Economics and Business, University of Chile, Santiago, Chile)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 30 June 2021

Issue publication date: 25 March 2022

615

Abstract

Purpose

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/approach

Two 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.

Findings

The 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/value

This 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.

Keywords

Citation

Marin, V., Barra, C. and Moyano, J. (2022), "Artification strategies to improve luxury perceptions: the role of adding an artist name", Journal of Product & Brand Management, Vol. 31 No. 3, pp. 496-505. https://doi.org/10.1108/JPBM-10-2020-3136

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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