Art and Consumer Perception

Stefania Masè
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Stefania Masè: IPAG Business School

Chapter Chapter 9 in Art and Business, 2020, pp 123-135 from Springer

Abstract: Abstract The main reason for companies to invest in art is to gain a positive perception in their stakeholders, with a special interest in consumers’ perceptions. Authors belonging to this research strand agree that the arts can ensure a beneficial spillover effect on products and brands in terms of image, ensuring a perception of luxury and exclusivity in consumers and common observers. The case study at the end of this chapter will describe the strategy implemented by the luxury company Dolce & Gabbana, which was able to create through time an elitist image linked to its historical cultural traditions by massively associating popular art to the company image.

Date: 2020
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DOI: 10.1007/978-3-030-51769-4_9

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