IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v150y2022icp538-552.html
   My bibliography  Save this article

Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity

Author

Listed:
  • Quach, Sara
  • Septianto, Felix
  • Thaichon, Park
  • Mao, Wen

Abstract

Underpinned by art infusion theory and functional theories of attitudes, this present research examines the art infusion effect on brand evaluation among consumers whose attitudes might serve a value-expressive or social-adjustive function, and the role of self-inauthenticity feelings in these relationships. We conducted three experimental studies to test our hypotheses.The objective of Studies 1 and 2 was to confirm the moderating effect of value-expressive function on the relationship between art infusion and brand attitudes.Study 3 aimed to test the mediating effect of self-inauthenticity feelings among customers harboring value-expressive attitudes. Participants with high levels of value-expressive attitudes reported more positive brand evaluation whentheadvertisement featured an artwork (vs. no artwork).Furthermore, art infusion reduced the feelings of self-inauthenticity, thereby enhancing brand attitudes.The findings highlight the importance of art infusion pertinent to improving brand evaluation and mitigating potential negative psychological consequences of luxury consumption, a relatively unexplored research area.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:538-552
    DOI: 10.1016/j.jbusres.2022.06.046
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322005872
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.06.046?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
    2. Naletelich, Kelly & Paswan, Audhesh K., 2018. "Art infusion in retailing: The effect of art genres," Journal of Business Research, Elsevier, vol. 85(C), pages 514-522.
    3. Ngo, Liem Viet & Northey, Gavin & Tran, Quan & Septianto, Felix, 2020. "The Devil might wear Prada, but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Jacqueline R Rifkin & Jordan Etkin, 2019. "Variety in Self-Expression Undermines Self-Continuity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 725-749.
    5. 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.
    6. Schade, Michael & Hegner, Sabrina & Horstmann, Florian & Brinkmann, Nora, 2016. "The impact of attitude functions on luxury brand consumption: An age-based group comparison," Journal of Business Research, Elsevier, vol. 69(1), pages 314-322.
    7. Dafna Goor & Nailya Ordabayeva & Anat Keinan & Sandrine Crener & Eileen Fischer & Linda L. Price & Pankaj Aggarwal, 2020. "The Impostor Syndrome from Luxury Consumption [Beyond Deserving More: Psychological Entitlement Also Predicts Negative Attitudes toward Personally Relevant Out-Groups]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(6), pages 1031-1051.
    8. Wang, Li & Jin, Manhui & Yang, Zhiyong, 2020. "Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity," Journal of Business Research, Elsevier, vol. 107(C), pages 50-61.
    9. Quach, Sara & Thaichon, Park, 2017. "From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment," Journal of Business Research, Elsevier, vol. 81(C), pages 163-172.
    10. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    11. Hamelin, Nicolas & Thaichon, Park, 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 164-170.
    12. Rosanna K Smith & Michelle R vanDellen & Lan Anh N Ton & Amna Kirmani & JoAndrea Hoegg, 2021. "Makeup Who You Are: Self-Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(1), pages 102-122.
    13. 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).
    14. 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.
    15. Verena Huettl & Heribert Gierl, 2012. "Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information," Marketing Letters, Springer, vol. 23(3), pages 893-904, September.
    16. Giovanni Pino & Gianluigi Guido & Rajan Nataraajan, 2017. "Iconic art infusion in luxury retail strategies: Unveiling the potential," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(2), pages 136-147, April.
    17. Mainolfi, Giada, 2020. "Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers," Journal of Business Research, Elsevier, vol. 120(C), pages 286-293.
    18. Jung Eun Lee & Songyee Hur & Brandi Watkins, 2018. "Visual communication of luxury fashion brands on social media: effects of visual complexity and brand familiarity," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 449-462, September.
    19. 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.
    20. Choi, Yung Kyun & Seo, Yuri & Wagner, Udo & Yoon, Sukki, 2020. "Matching luxury brand appeals with attitude functions on social media across cultures," Journal of Business Research, Elsevier, vol. 117(C), pages 520-528.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "The role of consumers' construal level in art-infusion-type effect on retail product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Kim, Da Yeon & Kim, Sang Yong, 2023. "Investigating the effect of customer-generated content on performance in online platform-based experience goods market," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "Understanding the effect of art infusion type on retail product shopping: An attention to the intervening role of customers’ financial wealth," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Zhao, Lu & Zhang, Mingli & Tu, Jianbo & Li, Jialing & Zhang, Yan, 2023. "Can users embed their user experience in user-generated images? Evidence from JD.com," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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).
    2. Das, Manish & Habib, Mohshin & Saha, Victor & Jebarajakirthy, Charles, 2021. "Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. 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.
    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. Song, Lei & Meng, Yan & Chang, Hua & Li, Wenjing & Tan (Frank), Kang, 2021. "How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination," Journal of Business Research, Elsevier, vol. 130(C), pages 1-13.
    6. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "Understanding the effect of art infusion type on retail product shopping: An attention to the intervening role of customers’ financial wealth," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    7. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "The role of consumers' construal level in art-infusion-type effect on retail product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    8. Ho, Foo Nin & Wong, Jared & Brodowsky, Glen, 2023. "Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals," Journal of Business Research, Elsevier, vol. 155(PA).
    9. Ryu, Gangseog & Kim, Boha & Park, Kikyoung, 2023. "Anti-counterfeiting advertisements for luxury brands in the post pandemic era: Roles of message type, visual presentation mode, and self-construal," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    10. Kim, Pielah & Deng, Xiaoyan & Unnava, Rao, 2020. "In the eye of the beholder: Cross-pollination between art-infused products and retail spaces," Journal of Business Research, Elsevier, vol. 117(C), pages 302-311.
    11. Lama Halwani, 2021. "The Online Experience of Luxury Consumers: Insight into Motives and Reservations," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(11), pages 157-157, July.
    12. Adrian Lehr & Marion Büttgen & Silke Bartsch, 2021. "Don’t Jump on the Bandwagon: Negative Effects of Sharewashing," Schmalenbach Journal of Business Research, Springer, vol. 73(1), pages 75-123, March.
    13. 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).
    14. Jeong-Eun Park & Eungoo Kang, 2022. "The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers," Sustainability, MDPI, vol. 14(7), pages 1-19, March.
    15. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    16. Shin, Hyunju & Eastman, Jacqueline K. & Mothersbaugh, David, 2017. "The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 59-70.
    17. Mo, Tingting & Cho, Yoon-Na & Wong, Nancy, 2022. "“I must have done something good”: Justifying luxury consumption with karmic beliefs," Journal of Business Research, Elsevier, vol. 144(C), pages 193-200.
    18. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    19. Thomas Rompay & Marieke Fransen & Bianca Borgelink, 2014. "Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation," Marketing Letters, Springer, vol. 25(4), pages 397-407, December.
    20. Mantovani, Danielle & Tazima, Deborah Iuri, 2016. "Arte visual e foco regulatório na avaliação dos consumidores," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 56(2), March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:538-552. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.