By Olga Louisa Kastner
Increasingly, luxurious manufacturers sign up for forces with the humanities this day. but, those cross-over collaborations don't represent a homogeneous procedure, yet turn into take place in manifold kinds and appearances. despite their becoming useful relevance for the construction of latest luxurious manufacturers even though, the numerous different types of luxurious Brand-Art Collaborations (LBACs) have remained mostly unexplored thus far. Olga Louisa Kastner goals at systematizing the dominating collaborative styles among luxurious manufacturers and the humanities. She empirically derives detailed sorts of LBACs, according to methodically constructed attributes and loads of genuine situations. eventually, the writer describes the most features of the pointed out forms and illustrates them by means of prototypical cases.
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Additional resources for When Luxury Meets Art: Forms of Collaboration between Luxury Brands and the Arts
The brand universe “comprises the total brand and everything associated with it”: From products and communication over brand values and brand personality to consumers (Braun, 1997, p. 116). 3. Explanations on Luxury Brand-Art Collaborations | 31 concept of LBACs is composed of two heterogeneous partners that move back and forth between commercial and artistic spheres (Klanten/Ehmann/Sinofzik, 2012, p. 9). (4) Cause-related marketing: Cause-related marketing (CRM) is defined as “the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives” (Varadarajan/Menon, 1988, p.
G. Knoblich, 1972, p. ; Kolb, 1988, p. 39). The nature of nominal attributes is illustrated by the example of jersey numbers in basketball: A player featuring the number 30 is neither superior nor inferior to a player featuring the number 15. In this thesis, the affiliation to a luxury conglomerate can be referred to as an alternative attribute since it only allows for the characteristic values ‘yes’ or ‘no’ (cf. 1). 1. Preliminary methodological remarks | 37 (3) Independence of the researcher: The independence of the researcher refers to the distinction between subjective and objective attributes.
129). Deductive logic relates to a way of thinking that moves from the more general to the more specific and is also referred to as “topdown” approach (Trochim, 2006). , 2005, p. 1225). Solutions to current research questions are here rationally inferred from existing theories in relevant fields of inquiry (Wellhöfer, 1984, 26 In this thesis, the level of fit between the luxury brand and the arts can be considered as a comparatively subjective attribute given that the appraisal of whether there is a thematic coherence between both elements depends, at least partially, on the researcher’s subjective perception of both the luxury brand’s image and the nature of the collaborating arts.
When Luxury Meets Art: Forms of Collaboration between Luxury Brands and the Arts by Olga Louisa Kastner