럭셔리 패션 브랜드의 아티스트 콜라보레이션 전시가 소비자 인식에 미치는 영향

Abstract

This study investigates how the characteristics of artist collaboration exhibitions by luxury fashion brands influence visitors’ brand perceptions. Specifically, it explores how three key exhibition attributes—artistry, com- merciality, and consistency—affect visitors’ willingness to pay premium prices and their awareness of brand value, with flow and engagement serving as mediating variables. Grounded in the Stimulus-Organism-Response (SOR) framework, this study considers how exhibition features influence visitors’ attitudes, which in turn shape their behav- ioral responses toward the brand. To conduct the research, a survey was administered to 200 male and female con- sumers in their 20s and 30s who viewed video clips of artist collaboration exhibitions by luxury fashion brands. Data were analyzed using SPSS 27.0, for descriptive statistics and reliability testing, and AMOS 27.0, for structural equa- tion modeling. The findings reveal that artistry and consistency positively influence both flow and engagement, lead- ing to enhanced brand perception. Conversely, commerciality has a negative impact on flow, suggesting that overt marketing elements may detract from the immersivity of the exhibition experience. Furthermore, visitor attitudes mediate the relationship between exhibition characteristics and brand responses, and this effect was moderated by individual levels of artistic knowledge. These results have practical implications for luxury fashion brands seeking to enhance consumer engagement and brand equity through art-based marketing strategies. This study provides valu- able insights into how artist collaboration exhibitions can be effectively designed to foster deeper emotional and cog- nitive connections with audiences.