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

Hsiao-Ching Lee (), Wei-Wei Chen and Chih-Wei Wang

Marketing Letters, 2015, vol. 26, issue 4, 593-606

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

Keywords: Visual Art; Luxury Brand; Perceived Prestige; Price Difference (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/s11002-014-9292-3

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