Iconic art infusion in luxury retail strategies: Unveiling the potential
1
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
This research investigates art infusion, a phenomenon in which artistic elements contribute to enhance the perceived value of consumer goods, in the retailing sector. An experiment conducted with 188 consumers suggests that individuals with high dispositional greed are more interested in shopping in luxury stores that promote products through artworks representative of an artist’s iconic, that is, most recognizable, style. Results show that greed determines consumers’ store preference through an externalized luxury tendency, that is a tendency to purchase luxury goods to show off social status. Such an eff ect proved to be stronger for extroverted than for introverted consumers.
Abstract
This research investigates art infusion, a phenomenon in which artistic elements contribute to enhance the perceived value of consumer goods, in the retailing sector. An experiment conducted with 188 consumers suggests that individuals with high dispositional greed are more interested in shopping in luxury stores that promote products through artworks representative of an artist’s iconic, that is, most recognizable, style. Results show that greed determines consumers’ store preference through an externalized luxury tendency, that is a tendency to purchase luxury goods to show off social status. Such an eff ect proved to be stronger for extroverted than for introverted consumers.
참고문헌 (41)
- Amatulli, C., "Determinants of purchasing intention for fashion luxury goods in the Italian market : A laddering approach", Journal of Fashion Marketing and Management, 15, pp.123~136 (2011)
- Amatulli, C., "Externalised or. internalised consumption of luxury goods : Propositions and implications for luxury retail marketing", International Review of Retail Distribution and Consumer Research, 22, pp.189~207 (2012)
- Amatulli, C., "Luxury purchasing among older consumers : Exploring inferences about cognitive age, status, and style motivations", Journal of Business Research, 68, pp.1945~1952 (2015)
- Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations", Journal of Personality and Social Psychology, 51, pp.1173~1182 (1986)
- Belk, R. W., "Materialism : Trait aspects of material world", Journal of Consumer Research, 12, pp.265~280 (1985)
- Belk, R. W., "Possessions and the extended self", Journal of Consumer Research, 15, pp.139~168 (1988)
- Bogaerts, T., "Less is more : Why some domains are more positional than others", Journal of Economic Psychology, 39, pp.225~236 (2013)
- Caprara, G. V., "Brand personality : How to make the metaphor fit", Journal of Economic Psychology, 22, pp.377~395 (2001)
- Chang, C., "Context-induced and ad-induced affect : Individual differences as moderators", Psychology and Marketing, 23, pp.757~782 (2006)
- Digman, J. M., "Personality structure : Emergence of the five-factor model", Annual Review of Psychology, 41, pp.417~440 (1990)
- Dion, D., "Retail luxury strategy : Assembling charisma through art and magic", Journal of Retailing, 87, pp.502~520 (2011)
- Dion, D., "Managing heritage brands : A study of the sacralization of heritage stores in the luxury industry", Journal of Retailing and Consumer Services, 22, pp.77~84 (2015)
- Dubois, B., "Consumer segments based on attitudes toward luxury : Empirical evidence from twenty countries", Marketing Letters, 16, pp.15~128 (2005)
- Eastman, J. K., "Status consumption in consumer behavior : Scale development and validation", Journal of Marketing Theory and Practice, 7, pp.41~52 (1999)
- Fionda, A. M., "The anatomy of the luxury fashion brand", Brand Management, 16, pp.347~363 (2009)
- Goldberg, L. R., "The development of markers for the big-five factor structure", Psychological Assessment, 4, pp.26~42 (1992)
- Grossman, G. M., "Foreign counterfeiting of status goods", The Quarterly Journal of Economics, 103, pp.79~100 (1988)
- Hagtvedt, H., "Art infusion : The influence of visual art on the perception and evaluation of consumer products", Journal of Marketing Research, 45, pp.379~389 (2008)
- Han, T. J., "Signaling status with luxury goods : The role of brand prominence", Journal of Marketing, 74, pp.15~30 (2010)
- Hayes, A., "Introduction to mediation, moderation, and conditional process analysis" (2013), The Guilford Press
- Hudders, L., "The silver lining of materialism : The impact of luxury consumption on subjective well-being", Journal of Happiness Studies, 13, pp.411~437 (2012)
- Huettl, V., "Visual art in advertising : The effects of utilitarian vs. hedonic product positioning and price information", Marketing Letters, 23, pp.893~904 (2012)
- Ippolito, J. M., "From the avant-garde : Re-conceptualizing cultural origins in the digital media art of Japan", Leonardo, 40, pp.142~151 (2007)
- Joy, A., "M(Art)Worlds : Consumer perceptions of how luxury brand stores become art institutions", Journal of Retailing, 90, pp.347~364 (2014)
- Kapferer, J. N., "The artification of luxury : From artisans to artists", Business Horizons, 57, pp.371~380 (2014)
- Krekels, G., "Dispositional greed", Personality and Individual Differences, 74, pp.225~230 (2015)
- Lagier, J., "A scale for measuring aesthetic style in the field of luxury and art products", International Journal of Arts Management, 9, pp.39~50 (2007)
- Lee, H. C., "The role of visual art in enhancing perceived prestige of luxury brands", Marketing Letters, 26, pp.593~606 (2015)
- Mazar, N., "Advances in consumer research 39", pp.194~195 (2011), Association for Consumer Research
- McRae, R. R., "An introduction to the five-factor model and its applications", Journal of Personality, 60, pp.175~215 (1992)
- Rammstedt, B., "Measuring personality in one minute or less : A 10-item short version of the Big Five inventory in English and German", Journal of Research in Personality, 41, pp.203~212 (2007)
- Raskin, R., "A principal-components analysis of the narcissistic personality inventory and further evidence of its construct validity", Journal of Personality and Social Psychology, 54, pp.890~902 (1988)
- Richins, M., "A consumer values orientation for materialism and its measurement : Scale development and validation", Journal of Consumer Research, 19, pp.303~316 (1993)
- Romani, S., "When counterfeits raise the appeal of luxury brands", Marketing Letters, 23, pp.807~824 (2012)
- Rucker, D. D., "Generous paupers and stingy princes : Power drives consumer spending on self versus others", Journal of Consumer Research, 37, pp.1015~1029 (2011)
- Tsai, S., "Impact of personal orientation on luxury-brand purchase value", International Journal of Market Research, 47, pp.429~454 (2005)
- Venkatesh, A., "The aesthetics of consumption and the consumer as an aesthetic subject. Consumption", Markets and Culture, 11, pp.45~70 (2008)
- Vickers, J. S., "The marketing of luxury goods : An exploratory study", Marketing Review, 3, pp.459~478 (2003)
- Vigneron, F., "A review and a conceptual framework of prestige-seeking consumer behavior", Academy of Marketing Science Review, 99, pp.1~15 (1999)
- Yang, W., "The role of tie strength on consumer dissatisfaction responses", International Journal of Hospitality Management, 31, pp.399~404 (2012)
- Zhao, X., "Reconsidering Baron and Kenny : Myths and truths about mediation analysis", Journal of Consumer Research, 37, pp.197~206 (2010)
