The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

Angela Madan, Laura Daniela Rosca, Ionel Dumitru and Andrei Canda
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Angela Madan: Marketing Department, Marketing Faculty, Bucharest University of Economic Studies, 6 Piata Romana, 1st District, 010374 Bucharest, Romania
Laura Daniela Rosca: Marketing Department, Marketing Faculty, Bucharest University of Economic Studies, 6 Piata Romana, 1st District, 010374 Bucharest, Romania
Ionel Dumitru: Marketing Department, Marketing Faculty, Bucharest University of Economic Studies, 6 Piata Romana, 1st District, 010374 Bucharest, Romania
Andrei Canda: iSense Solutions, 010981 Bucharest, Romania

Sustainability, 2022, vol. 14, issue 3, 1-17

Abstract: The value of art in persuasion integrates the country’s culture and art according to marketing communication. Our research examined the impact of artistic communication values on customers’ behavior as a sustainable effect on the country of origin by applying two hypotheses. These hypotheses were tested on 689 respondents, mainly from Romania. This marketing communication analysis indicated that persuasion had more value for customers when ethical rhetorical arguments, dialects, poetry, essays, poems, and fairy tales were linked to a country’s culture, such as tradition, national values, and heritage, or were combined with art, such as paintings, sculptures, and music. The results demonstrated that artistic communication influenced consumer behavior positively, having a sustainable effect on the country of origin.

Keywords: persuasion; art; sustainability; culture; marketing communication (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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