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The purpose of this paper is to verify the difference in the effect of art‐parody and art‐infusion advertisements depending on the product type and regulatory focus, and to expand the boundary of research in the field.

The paper examines their effect depending on product type and regulatory focus through two experiments. One is the effect of art‐parody and art‐infusion advertisements by product type and the other is the effect of art‐parody and art‐infusion advertisements by regulatory focus.

Art‐infusion is more effective than art‐parody for utilitarian products in terms of message credibility and brand attitude except for purchase intention although there is no difference between the two types for hedonic products. Participants with promotion focus favor art‐parody advertisement, while participants with prevention focus favor art‐infusion advertisement in terms of cognitive attitude toward advertisement.

This study is conducted as a part of research on art infusion, which is in the primitive stage of development. Therefore, it shall be possible to extend the boundary of research by applying a variety of marketing theories in the future.

The results of this paper imply that the advertising technique must vary depending on the type of focus the target customer values.

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.

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.

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.

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.

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.

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.

This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on such collaborations and their effects; present seven papers comprising this special issue; and discuss ideas for further research into brand–art collaboration.

This is an editorial based mainly on an extensive and broad literature review.

First, this editorial underpins the relevance of brand–art collaboration in the past and present by reference to real examples. Second, it structures the diverse literature into four key aspects of the topic: inspiration, insights, identity and image. Third, it provides a glimpse of the seven papers selected for this special issue. Fourth and finally, it identifies a total of 16 avenues for further research, on four levels (artist, brand owner, consumer and cooperation process).

This editorial and the entire special issue together represent the first anthology on the topic of the interface between brand management and arts. The collection and classification of the existing literature, the formulation of ideas for future research and the content of the seven papers are collectively excellent starting springboards for new and fresh brand research projects.

This research advances current knowledge about art infusion, which is the ability of art to favorably influence the assessment of consumer products. In particular, the research aims to investigate the effectiveness of artworks that evoke their creators’ most recognizable style in luxury advertising.

The research encompasses three studies – two conducted online and one in a real consumption situation. The first study explores the effect that a recognizable vs non-recognizable painter’s style has on consumers’ judgments about luxury products. The second and third studies explore the moderating roles of desire to signal status and desire for distinction, respectively, which are relevant to advertisers interested in targeting these individual differences.

Advertisements that incorporate artworks that evoke a painter’s most recognizable style enhance the advertised products’ perceived luxuriousness. Consumers with a higher desire to signal status exhibit greater purchasing intention in response to recognizable artworks. By contrast, consumers with a higher desire for distinction exhibit greater purchasing intention when the painter’s style in the featured artwork is less recognizable.

The results provide marketers with suggestions on how to select and incorporate visual artworks into luxury brand communication: they could focus on recognizable vs non-recognizable artworks based on whether their main goal is to communicate status or distinctiveness.

This research offers novel insights into the practical value of art infusion by showing when and for whom the beneficial effects of pairing art with luxury products are more likely to occur.

This paper aims to build on research on the art infusion effect (Hagtvedt and Patrick, 2008a). It investigates the effect of using fine art in advertising and addresses additional factors that have not been assessed to understand and describe the process of art infusion more thoroughly. Thereby, the moderating role of the art interest of individuals and its interplay with the hedonic value of the product is studied. Effects on attitude and willingness to pay are revealed and the perceived value for money as a further mediating variable that drives the art infusion effect under some conditions is investigated. Moreover, the study examines the effect of the artwork’s familiarity.

The experimental study follows a 3 (ad picture: photo, unknown painting, well-known painting) × 2 (art interest: low, high) × 2 (product type: highly hedonic, moderately hedonic) between-subjects-design. In total, 447 consumers were surveyed in museums, art exhibitions and neutral public spaces.

For a clearly hedonic product, the art infusion effect is independent of consumers’ art interest. For an only moderately hedonic and more ambiguous product, this effect only occurs for highly art interested individuals. Moreover, different mediating processes are revealed for these two product types in a moderated mediation model. An effect of familiarity cannot be verified.

Research on effects of art on consumer responses to brands and products is still very limited. In addition to existing research, this paper adds to the identification of boundary conditions and the explanation of drivers of the art infusion effect. Moreover, this is the first study that provides insights on how an artwork affects consumers’ willingness to pay.

Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management.

Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding.

Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines.

The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries.

The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect.

These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets.

Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.

In today’s hypercompetitive, digital-first, knowledge-based economy, organizational creativity has never been more important as a potential source of competitive advantage. The foundation stone for every innovation is an idea and all ideas are born of creativity. The innovation process thus starts with creativity and the new ideas it yields are ideally based on insights that will lead ultimately to novel outcomes (such as new products, services, experiences or business models) and thereby to a sustainable competitive advantage. In established businesses, until relatively recently, creativity was called on only for specific, often high-profile occasions, for ‘hackathons’ or for major ‘innovation jams’, but today it is an essential, everyday necessity of routine work. However, attaining the right level of creativity from within is a challenge for many organizations and so they need to establish an appropriate and effective way to import it into their teams, projects and, ultimately, culture. The arts are a pure, unadulterated form of creativity. Mindsets, processes and practices from the arts can give organizational creativity a significant boost and can potentially offset the creative deficit in an organization. Here, the illustrative cases and practices that demonstrate how the arts can have a positive impact on business are examined.

The competitive luxury market raises higher requirements for luxury brands to effectively involve young generations in creating and endowing meanings to products, services and experiences. Several researchers suggest that art experiences create a fertile source of co-creation practices for cultural customers as they could engage in cognitive, emotional and imaginal activities to endowing meanings to products or services. Hence, bridging art and luxury is of significance for luxury brands to create value and engage their customers. This chapter delivers the essence of value for luxury brands and their customers and focusses on how luxury brands deploy art-based initiatives as a favourable technique in which value co-creation takes place.

This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation approach on the OBBE is tested. It is also discussed whether co-creation can be a strategic method for companies to positively affect the OBBE in the mass market.

A between-subject experiment with a 2 (intensity of integration: democratically voted vs commonly created) × 2 (expert knowledge: no expert knowledge vs expert knowledge) design plus one control group (zero co-creation) is conducted for two brands to test the postulated hypotheses.

Co-creation can have a weak positive effect on the OBBE. Integration intensity and expertise of integrated consumer also affect the OBBE only marginally.

Further research might investigate whether the initial brand equity has a moderating effect. Also brand image and underlying product category could influence the relation between co-creation and the OBBE and would be valuable for future studies.

Brand managers should aim to convert observers into participants, instead of setting the focus on the presentation of the user-designed product to the mass market.

This study is one of the few analyzing the effects of co-creation on observers in terms of brand equity. In addition to existing research, the concept of expertise in combination with co-creation and its influence on the OBBE is explored.