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Article
Publication date: 6 December 2021

Massoud Moslehpour, Chanho Song, Anh Tung Tran, Wing-Keung Wong and Ochirt Enkhtaivan

This study aims to determine the influence of relationship marketing on consumer behavior in the fine arts sector. Specifically, it examines the relationship marketing dynamics…

Abstract

Purpose

This study aims to determine the influence of relationship marketing on consumer behavior in the fine arts sector. Specifically, it examines the relationship marketing dynamics that significantly impact art enthusiasts' intention to purchase and their satisfaction with the artist.

Design/methodology/approach

The proposed model was tested through the “structural equation modeling” technique to explain how and to what extent each variable affected purchase intention and satisfaction. Using a paper-based and online survey method to gather data, the authors analyzed 303 responses from art students, art collectors and art dealers in Mongolia. Eight hypotheses, including two mediating hypotheses, were developed and tested.

Findings

The results indicated that relationship investment and communication significantly influence trust, satisfaction and purchase intention, while trust significantly influences satisfaction and purchase intention. The study also assessed the vital role of trust as a mediator.

Practical implications

The study's results provide insights that may help artists, art collectors and art dealers promote and improve the sales of their art products. The interactions demonstrated between the construct reveal essential implications for art marketers interested in relationship marketing strategies.

Originality/value

This study is the first to explore the application of relationship marketing in the fine arts industry.

Details

Asia-Pacific Journal of Business Administration, vol. 14 no. 4
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 2 January 2020

Christine S. Pitt, Anjali Suniti Bal and Kirk Plangger

While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This paper…

6237

Abstract

Purpose

While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This paper aims to explore these characteristics to develop a typology of art consumers using a mixed method approach over several studies.

Design/methodology/approach

This is achieved by analyzing qualitative data, gathered via semi-structured interviews of art collectors, and quantitatively by means of natural language processing analysis and automated text analysis and using correspondence analysis to analyze and present the results.

Findings

The study’s findings reveal four distinct clusters of art collectors based on their “Big Five” personality traits, as well as uncovering insights into how these types talk about their possessions.

Research limitations/implications

In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of consumers that managers can use for market segmentation and target marketing decisions in other markets. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating the “doubling” procedure to deal with percentile data.

Practical implications

In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of art collectors that managers can use for market segmentation and target marketing decisions. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating a non-traditional application of correspondence analysis using the “doubling” procedure. Buyer behavior in the fine art market is not exhaustively studied. By understanding the personality traits of consumers in the art market, sales forces can better provide assistance and product to consumers. Further, understanding the personalities of consumers is better for art retail spaces to better serve consumers.

Originality/value

This paper demonstrates a unique mixed methods approach to analyzing unstructured qualitative data. It shows how text data can be used to identify measurable market segments for which targeted strategies can be developed.

Article
Publication date: 20 May 2011

Daragh O'Reilly

The purpose of this paper is to visually map the arts marketing journal literature.

6306

Abstract

Purpose

The purpose of this paper is to visually map the arts marketing journal literature.

Design/methodology/approach

An extensive title and abstract search was carried out to identify literature on the relationship between art and the market. Papers were then classified by topic. Visual maps were drawn showing topic coverage in relevant areas.

Findings

The literature dealing with the relationship between art and the market is found to be extensive and multi‐disciplinary. The search found just over 1,500 papers.

Research limitations/implications

This was a mapping exercise rather than an analysis of the issues. Many different disciplines have a stake in understanding the artmarket relationship. Arts marketing scholars can benefit from engaging with research in this area, which is outside the marketing academy.

Practical implications

The maps provide a visual guide to the work, which has already been done across a wide range of disciplines and journals. They enable academic and professional readers to see where knowledge and insights may already exist and where work remains to be done.

Originality/value

Given the recent growth in arts marketing research, the paper provides a timely map of the territory.

Details

Arts Marketing: An International Journal, vol. 1 no. 1
Type: Research Article
ISSN: 2044-2084

Keywords

Book part
Publication date: 17 September 2020

Mayukh Dass, Srinivas K. Reddy, Md. Tarique Newaz and Mehrnoosh Reshadi

One of the biggest challenges in markets where products have ambiguous values (like fine art, specialty coffee, and wine) is to determine the structure of the market. As products…

Abstract

One of the biggest challenges in markets where products have ambiguous values (like fine art, specialty coffee, and wine) is to determine the structure of the market. As products in these markets are unique and values are private, it is difficult to determine its market structure using traditional methods. In this chapter, we present a method to determine the market structure of ambiguously valued products using bidding data from auctions. We create a sociomatrix of artists based on bidders revealed bidding preferences and uncover the market structure with artists as the unit of analysis. We demonstrate our approach using bidding data from an online auction of Modern Indian Art. This approach resulted in the extraction of a two-dimensional art market structure with color and price being the two dimensions. This chapter concludes with a discussion on the implications and limitations of our approach, and directions for future research.

Details

Continuing to Broaden the Marketing Concept
Type: Book
ISBN: 978-1-78754-824-4

Keywords

Article
Publication date: 30 September 2014

Victoria L. Rodner and Finola Kerrigan

The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from…

5118

Abstract

Purpose

The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from visual artists and the art mechanism that connects them, the paper reveals how artists and art professionals foster various types of capital (social, cultural, symbolic) as a way of developing a brand name, ensuring longevity in the field, and gaining financial value on the market.

Design/methodology/approach

As a conceptual paper, the authors draw on a range of published works as well as examples from the world of visual arts in order to provide fresh theoretical insight into how branding in the arts may be applied to other industries.

Findings

The key findings are the importance of the consideration of the development and nurturing of social and cultural capital in developing brand identity. Additionally, visual art brands are required to be innovative and dynamic, and lessons learned regarding these processes have relevance for mainstream brands. The paper also found that creativity is often collective and that looking to methods for developing work in the visual arts can be utilised by brand managers more broadly in the age of social media and user generated content.

Originality/value

This paper follows on the developing body of work, which indicates what mainstream business can learn from looking at the visual arts. The paper highlights the collective nature of creativity in building the art brand as well as the importance of non-economic measures of value in the realm of branding.

Details

Arts Marketing: An International Journal, vol. 4 no. 1/2
Type: Research Article
ISSN: 2044-2084

Keywords

Article
Publication date: 9 March 2020

Aylin Ecem Gürşen

In this study, art is considered as a product subjected to marketing activities. In this context, this study aims to present a conceptual framework covering the research areas…

1163

Abstract

Purpose

In this study, art is considered as a product subjected to marketing activities. In this context, this study aims to present a conceptual framework covering the research areas related to art marketing, the relation of art product with brand and consumer and how internet technologies can transform the art market. Finally, the situation of art marketing and its progressing process in a developing country and its potential horizons was discussed.

Design/methodology/approach

This study uses a literature review to present a conceptual framework about art marketing activities and their potential horizons in an emerging country.

Findings

Globalization, digitalization, democratization of access to art products, art becoming a subject for marketing, open up new horizons for western markets as well as for developing countries. Developing countries constitute a new market segment for the art market. Addressing the changes and the transformations in art market in terms of these markets will provide important opportunities for marketing researchers and practitioners.

Originality/value

This study elaborates the art marketing concept in a developing country. The marketing of art is a subject studied and elaborated mostly in western countries. It is thought that this study is differentiated in terms of addressing these dynamics from a developing country point of view.

Details

Arts and the Market, vol. 10 no. 1
Type: Research Article
ISSN: 2056-4945

Keywords

Content available
Book part
Publication date: 14 January 2019

Bilgehan Bozkurt

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

Open Access
Article
Publication date: 19 June 2020

Zahra Nikoo, Neda Torabi Farsani and Mohamadreza Emadi

Trompe l’oeil as a novel art technique can not only promote art tourism but can also transform the landscape of a city into a platform for negotiation. Furthermore, trompe l’oeil…

1403

Abstract

Purpose

Trompe l’oeil as a novel art technique can not only promote art tourism but can also transform the landscape of a city into a platform for negotiation. Furthermore, trompe l’oeil aims to create a joyful, entertaining, new experience and an interactive environment for tourists in the cities. This paper highlights the introduction of trompe l’oeil as a new tourist attraction in Shiraz (Iran). Moreover, the goals of this study are to explore the role of trompe l’oeil (three-dimensional [3D] street painting) in promoting art tourism, to investigate the tendency of tourists toward experiencing art tours and trompe l’oeil and to determine the priority of trompe l’oeil themes from the domestic tourists’ perspective.

Design/methodology/approach

Qualitative and quantitative methods were used in this research study.

Findings

On the basis of the results of this study, it can be concluded that domestic tourists are eager to experience art tours and trompe l’oeil attractions and activities, except for buying and wearing 3D-printed clothes. In addition, trompe l’oeil on street floors and walls with funny, joyful and cultural-artistic and national-historical themes is more attractive for them.

Originality/value

No significant academic work has been undertaken in the field of art tourism to evaluate the attitude of tourists toward the trompe l’oeil attractions and activities.

Details

Journal of Tourism Futures, vol. 8 no. 1
Type: Research Article
ISSN: 2055-5911

Keywords

Book part
Publication date: 3 April 2018

Stoyan V. Sgourev

The process of commercialization of art is often referred to as “monetization,” denoting the use of art as an investment class. I discuss the reverse mechanism, defined as…

Abstract

The process of commercialization of art is often referred to as “monetization,” denoting the use of art as an investment class. I discuss the reverse mechanism, defined as “Monet-ization,” where investment is overlaid with artistic value, and unproven art is imbued with aesthetic qualities. This mechanism is derived from a historical overview of key periods in the history of art, such as the flourishing of new genres in early 17th century Dutch art and the rise of Modern art in the early 20th century. An analysis of original data on the leading art collectors in the world in the period 1990–2015 highlights the tendency for collectors with an “investor” profile and eclectic taste to buy contemporary art. Combining artworks from diverse periods and styles, eclectic personal collections contribute to the conversion of economic into aesthetic value by way of spill-overs across genres and to the attribution by association of “old” value to “new” art. The “Monet-ization” process helps elucidate how paradigm shifts occur in the art world and how innovation survives under conditions of insufficient demand.

Details

Frontiers of Creative Industries: Exploring Structural and Categorical Dynamics
Type: Book
ISBN: 978-1-78743-773-9

Keywords

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