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The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

Author

Listed:
  • Angela Madan

    (Marketing Department, Marketing Faculty, Bucharest University of Economic Studies, 6 Piata Romana, 1st District, 010374 Bucharest, Romania)

  • Laura Daniela Rosca

    (Marketing Department, Marketing Faculty, Bucharest University of Economic Studies, 6 Piata Romana, 1st District, 010374 Bucharest, Romania)

  • Ionel Dumitru

    (Marketing Department, Marketing Faculty, Bucharest University of Economic Studies, 6 Piata Romana, 1st District, 010374 Bucharest, Romania)

  • Andrei Canda

    (iSense Solutions, 010981 Bucharest, Romania)

Abstract

The value of art in persuasion integrates the country’s culture and art according to marketing communication. Our research examined the impact of artistic communication values on customers’ behavior as a sustainable effect on the country of origin by applying two hypotheses. These hypotheses were tested on 689 respondents, mainly from Romania. This marketing communication analysis indicated that persuasion had more value for customers when ethical rhetorical arguments, dialects, poetry, essays, poems, and fairy tales were linked to a country’s culture, such as tradition, national values, and heritage, or were combined with art, such as paintings, sculptures, and music. The results demonstrated that artistic communication influenced consumer behavior positively, having a sustainable effect on the country of origin.

Suggested Citation

  • Angela Madan & Laura Daniela Rosca & Ionel Dumitru & Andrei Canda, 2022. "The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin," Sustainability, MDPI, vol. 14(3), pages 1-17, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:3:p:1228-:d:730391
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    Citations

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    Cited by:

    1. Jian Kim & Jeongju Park, 2023. "The Development and Validation of Qualitative Value Indicators of Region-Based Community Dance for Cultural Urban Regeneration," Sustainability, MDPI, vol. 15(6), pages 1-15, March.

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