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Conceptualizing the media of artification: a contribution to the theory of artification of luxury brands

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Abstract

Luxury has long thrived on a storytelling where craftmanship, rarity, exclusivity and uniqueness were central. Both the industrialization and the financialization of luxury industry have led to a risk of losing its rarity and exclusivity values associated to the idea of craftmanship. Leveraging on the structural proximity that exists between art and luxury, many luxury brands have been developing connections to art to capitalize on the benefits that could arise in terms of positioning and legitimacy. This conceptual paper studies and extensively investigates the different kinds of existing links between art and luxury brands as well as their related constructs in existing literature, which appear to be marginal and lacking consensus. However, this study identifies a conceptualization, which encapsulates all types of linkage between luxury brands and art that aim at enhancing the perception of luxury brands and luxury goods by consumers. It further proposes a definition of this conceptualization, which will benefit both academics and practitioners.
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Dates and versions

hal-03675162 , version 1 (24-07-2022)

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  • HAL Id : hal-03675162 , version 1

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Sandra Krim. Conceptualizing the media of artification: a contribution to the theory of artification of luxury brands. 21st International Marketing Trends Conference 2022, Jan 2022, Rome, Italy. ⟨hal-03675162⟩
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