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Entre art et artisanat, l’artisanat d’art peut-il ouvrir de nouvelles voies au marketing de l’art ?

Author

Listed:
  • Virginie de Barnier

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Joëlle Lagier

    (Rouen Business School)

Abstract

This article attempts to analyze the specific relationship that develops between a buyer of art or crafts and the creator. Qualitative studies (semi-structured interviews and focus groups) were conducted with art experts and art consumers to understand four important elements in this relationship: perception of the art object, criteria for selecting the art object by the buyer, the buyer's fears and the elements of reinsurance accepted. Two elements of reinsurance were studied: the labels and workshop visits. An analysis of these two elements shows how they help to reassure the customer by meeting their needs both rational and emotional and gi- ving meaning to its purchase.

Suggested Citation

  • Virginie de Barnier & Joëlle Lagier, 2012. "Entre art et artisanat, l’artisanat d’art peut-il ouvrir de nouvelles voies au marketing de l’art ?," Post-Print hal-02424254, HAL.
    • Handle: RePEc:hal:journl:hal-02424254
    DOI: 10.7193/DM.065.09.20
    as

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