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

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  • Hsiao-Ching Lee
  • Wei-Wei Chen
  • Chih-Wei Wang

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. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Hsiao-Ching Lee & Wei-Wei Chen & Chih-Wei Wang, 2015. "The role of visual art in enhancing perceived prestige of luxury brands," Marketing Letters, Springer, vol. 26(4), pages 593-606, December.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:4:p:593-606
    DOI: 10.1007/s11002-014-9292-3
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    Cited by:

    1. Quach, Sara & Septianto, Felix & Thaichon, Park & Mao, Wen, 2022. "Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity," Journal of Business Research, Elsevier, vol. 150(C), pages 538-552.
    2. Logkizidou, Maria & Bottomley, Paul & Angell, Rob & Evanschitzky, Heiner, 2019. "Why Museological Merchandise Displays Enhance Luxury Product Evaluations: An Extended Art Infusion Effect," Journal of Retailing, Elsevier, vol. 95(1), pages 67-82.
    3. Koronaki, Eirini & Kyrousi, Antigone G. & Panigyrakis, George G., 2018. "The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship," Journal of Business Research, Elsevier, vol. 85(C), pages 406-413.
    4. Sandra Krim, 2022. "Conceptualizing the media of artification: a contribution to the theory of artification of luxury brands," Post-Print hal-03675162, HAL.
    5. repec:oup:jconrs:v:49:y:2023:i:5:p:786-810. is not listed on IDEAS
    6. Magdalena Rzemieniak & Joanna Wyrwisz & Katarzyn Toborek, 2021. "The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 264-277.
    7. Quach, Sara & Septianto, Felix & Thaichon, Park & Nasution, Reza Ashari, 2022. "The role of art infusion in enhancing pro-environmental luxury brand advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Park, Minjung & Im, Hyunjoo & Kim, Hye-Young, 2020. "“You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands," Journal of Business Research, Elsevier, vol. 117(C), pages 529-542.
    10. Chailan, Claude, 2018. "Art as a means to recreate luxury brands' rarity and value," Journal of Business Research, Elsevier, vol. 85(C), pages 414-423.
    11. Estes, Zachary & Brotto, Luisa & Busacca, Bruno, 2018. "The value of art in marketing: An emotion-based model of how artworks in ads improve product evaluations," Journal of Business Research, Elsevier, vol. 85(C), pages 396-405.

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