Entre art et artisanat, l’artisanat d’art peut-il ouvrir de nouvelles voies au marketing de l’art ?

Virginie de Barnier () and Joëlle Lagier
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Virginie de Barnier: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Joëlle Lagier: Rouen Business School

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Abstract: This article attempts to analyze the specific relationship that develops between a buyer of art or crafts and the creator. Qualitative studies (semi-structured interviews and focus groups) were conducted with art experts and art consumers to understand four important elements in this relationship: perception of the art object, criteria for selecting the art object by the buyer, the buyer's fears and the elements of reinsurance accepted. Two elements of reinsurance were studied: the labels and workshop visits. An analysis of these two elements shows how they help to reassure the customer by meeting their needs both rational and emotional and gi- ving meaning to its purchase.

Keywords: fine art; craft art; perception; reassurance; labels; cultural experience.; art; artisanat d’art; réassurance; label; expérience culturelle. (search for similar items in EconPapers)
Date: 2012-03-02
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Published in Décisions Marketing, 2012, 65, pp.09-20. ⟨10.7193/DM.065.09.20⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02424254

DOI: 10.7193/DM.065.09.20

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