Top

Marketing Letters

Published in:

01-12-2015

The role of visual art in enhancing perceived prestige of luxury brands

Authors: Hsiao-Ching Lee, Wei-Wei Chen, Chih-Wei Wang

Published in: Marketing Letters | Issue 4/2015

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

Does visual art enhance the prestige of luxury brands? To test the integration effect of luxury brands and art, we conduct two studies using the Louis Vuitton (LV) brand. This paper shows that visual art enhances consumers’ perceived prestige value, including perceived conspicuous value, perceived unique value, perceived quality value, and perceived hedonic value, but that it has no effect on perceived extended self. Further, this effect is strengthened when the price of the product is between 25 and 50 % higher than the price of a comparable product.

previous article Implications of minimum contract durations on customer retention

next article Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers’ willingness to pay

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Available only for authorised users

NT$ is New Taiwan dollars. The exchange rate of new Taiwan dollars to US dollars is approximately 30 to 1.

Argo, J. J., Dahl, D. W., & Morales, A. C. (2006). Consumer contamination: how consumers react to products touched by others. Journal of Marketing, 70, 81–94.CrossRef

Balzer, W. K., & Sulsky, L. M. (1992). Halo and performance appraisal research: a critical examination. Journal of Applied Psychology, 77, 975–985.CrossRef

Baumgartner, H. (1995). On the utility of consumers’ theories in judgments of covariation. Journal of Consumer Research, 21, 634–643.CrossRef

Dewey, J. (1989). Having an experience. In J. A. Boydston (Ed.), John Dewey: the later works, 1925–1953: art as experience (pp. 42–63). Carbondale: Southern Illinois University Press.

Dom, C. M. (1998). Mind in art: cognitive foundations in art education. Mahwah: Lawrence Erlbaum Associates.

Eisner, E. W. (2002). The arts and the creation of mind. New Haven & London: Yale University Press.

Feldman, E. B. (1992). Varieties of visual experience. New York: Harry N. Abrams.

Gerstner, E. (1985). Do higher prices signal higher quality? Journal of Marketing Research, 22, 209–215.CrossRef

Groth, J. C., & McDaniel, S. W. (1993). The exclusive value principle: the basis for prestige racing. Journal of Consumer Marketing, 10, 10–16.CrossRef

Hagtvedt, H., & Patrick, V. M. (2008a). Art and the brand: the role of visual art in enhancing brand extendibility. Journal of Consumer Psychology, 18, 212–222.CrossRef

Hagtvedt, H., & Patrick, V. M. (2008b). Art infusion: the influence of visual art on the perception and evaluation of consumer products. Journal of Marketing Research, 45, 379–389.CrossRef

Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19, 608–618.CrossRef

Hagtvedt, H., & Patrick, V. M. (2011). Turning art into mere illustration: concretizing art renders its influence context dependent. Personality and Social Psychology Bulletin, 37, 1624–1632.CrossRefPubMed

Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national. Journal of International Business Studies, 19, 235–255.CrossRef

Heine, K. (2010). Identification and motivation of participants for luxury consumer surveys through viral participant acquisition. The Electronic Journal of Business Research Methods, 8, 132–145.

Hoffman, B. (2002). The fine art of advertising. New York: Stewart, Tabori and Chang.

Jin, B., Sternquist, B., & Koh, A. (2003). Price as hedonic shopping. Family and Consumer Sciences Research Journal, 31, 378–402.CrossRef

Kalyanaram, G., & Little, J. D. C. (1994). An empirical analysis of latitude of price acceptance in consumer packaged goods. Journal of Consumer Research, 21, 408–418.CrossRef

Kotler, P. (2000). Marketing management: analysis, planning, implementation and control. New Jersey: Prentice Hall.

Kreitler, H., & Kreitler, S. (1972). Psychology of the arts. Durham: Duke University Press.

Lacey, S., Hagtvedt, H., Patrick, V. M., Anderson, A., Stilla, R., Deshpande, G., et al. (2011). Art for reward’s sake: visual art recruits ventral striatum. NeuroImage, 55, 420–433.PubMedCentralCrossRefPubMed

Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30, 234–245.CrossRef

Lynn, M. (1991). Scarcity effects on value: a quantitative review of the commodity theory literature. Psychology and Marketing, 8, 45–57.CrossRef

Margolin, V. (1992). Product appeal and the aura of art. In S. Vihma (Ed.), Objects and images: studies in design and advertising (pp. 198–207). Helsinki: University of Industrial Arts.

Martorella, R. (Ed.). (1996). Art and business: an international perspective on sponsorship. Westport: Praeger.

Meeds, R. (2004). Cognitive and attitudinal effects of technical advertising copy: the roles of gender, self-assessed and objective consumer knowledge. International Journal of Advertising, 23, 309–335.

Monroe, K. B. (1971). Measuring price thresholds by psychophysics and latitudes of acceptance. Journal of Marketing Research, 8, 460–464.CrossRef

Morales, A. C., & Fitzsimons, G. J. (2007). Product contagion: changing consumer evaluations through physical contact with ‘disgusting’ products. Journal of Marketing Research, 44, 272–283.CrossRef

Nueno, J. L. & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 61–68

Raman, K., & Bass, F. M. (2002). A general test of reference price theory in the presence of threshold effects. Review of Business and Economics, 47, 205–226.

Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: an integrative review. Journal of Marketing Research, 26, 351–357.CrossRef

Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. New York: McGraw-Hill.

Rozin, P., Millman, L., & Nemeroff, C. (1986). Operation of the laws of sympathetic magic in disgust and other domains. Journal of Personality and Social Psychology, 50, 703–712.CrossRef

Shrum, W. M. (1996). Fringe and fortune: the role of critics in high and popular art. Princeton: Princeton University Press.

Tansey, R. G., & Kleiner, F. S. (1996). Gardner’s art through the ages. Orlando: Harcourt Brace.

Tellis, G. J., & Gaeth, G. J. (1990). Best value, price-seeking, and price aversion: the impact of information and learning on consumer choice. Journal of Marketing, 54, 34–45.CrossRef

Tellis, G. J., & Wernerfelt, B. (1987). Competitive price and quality under asymmetric information. Marketing Science, 6, 240–253.CrossRef

Tynan, C., McKechnie, S., & Chhuon, C. (2009). Co-creating value for luxury brands. Journal of Business Research, 63, 1156–1163.CrossRef

Vickers, J.S., & Renand, F. (2003). The marketing of luxury goods: an exploratory study-three conceptual dimensions. Marketing Review, 3, 459–479.

Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige seeking consumer behavior. Academy of Marketing Science Review, 1, 1–15.

Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11, 484–506.CrossRef

Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands? Journal of Marketing Research, 46, 247–259.CrossRef

Title: The role of visual art in enhancing perceived prestige of luxury brands
Authors: Hsiao-Ching Lee
Wei-Wei Chen
Chih-Wei Wang
Publication date: 01-12-2015
Publisher: Springer US
Published in: Marketing Letters / Issue 4/2015
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-014-9292-3

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Other articles of this Issue 4/2015

The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic

Feedback weakens the attraction effect in repeated choices

Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility

Is it fun or exercise? The framing of physical activity biases subsequent snacking

I will risk a stranger’s money, but not my own or my friend’s money: Effect of proximity of the money source to the self on financial risk-taking

Choice set induced conflict, deliberation, and persistent preference