Art and Communication

Stefania Masè
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Stefania Masè: IPAG Business School

Chapter Chapter 6 in Art and Business, 2020, pp 81-98 from Springer

Abstract: Abstract This chapter is dedicated to the explanation of two main communication activities which, as evidenced by the literature, can benefit the most from an interaction with the art world: advertising and (art) sponsorship. The case study dedicated to the luxury brand Gucci shows how it is possible to rejuvenate and reinforce the power of the brand via the implementation of new and old forms of communication realized in collaboration with artists.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-030-51769-4_6

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DOI: 10.1007/978-3-030-51769-4_6

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