This paper considers the perception of young consumers face to the latest luxury brand art-based strategies recently named artification. These strategies consist in exploiting visual arts’ positive associations as an external source to strengthen their value from a consumer-based perspective. The Measurement Scale of Aesthetic Style is applied to test the main changes in consumers’ perceptions when luxury products are visually changed in collaboration with a contemporary artist. The scale is tested on the basis of the art-based strategy implemented by Louis Vuitton, the world’s first luxury brand. As main result, Louis Vuitton’s most iconic bags stimulate consumers’ perceptions differently, depending on whether consumers observe a standard design or the design an artist collaborated on. The results offer interesting guidelines to companies conducting art-based strategies, not only those belonging to luxury sector. The Measurement Scale of Aesthetic style model is also tested for the first time on a real luxury product.

Consumers Reaction to Artification

Masé S.;Cedrola E.;Davino C.;
2018-01-01

Abstract

This paper considers the perception of young consumers face to the latest luxury brand art-based strategies recently named artification. These strategies consist in exploiting visual arts’ positive associations as an external source to strengthen their value from a consumer-based perspective. The Measurement Scale of Aesthetic Style is applied to test the main changes in consumers’ perceptions when luxury products are visually changed in collaboration with a contemporary artist. The scale is tested on the basis of the art-based strategy implemented by Louis Vuitton, the world’s first luxury brand. As main result, Louis Vuitton’s most iconic bags stimulate consumers’ perceptions differently, depending on whether consumers observe a standard design or the design an artist collaborated on. The results offer interesting guidelines to companies conducting art-based strategies, not only those belonging to luxury sector. The Measurement Scale of Aesthetic style model is also tested for the first time on a real luxury product.
2018
978-1-5272-1911-3
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CONSUMERS’ REACTION ON ARTIFICATION STRATEGIES.pdf

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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11393/245224
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