Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 10: Art and aesthetics

Henrik Hagtvedt


Art and aesthetics have close ties with luxury. This chapter presents conceptualizations of these three constructs and elucidates theoretical and practical relationships between them. In particular, art and aesthetics help shape the luxury market, influence consumer responses to luxury products and brands, and inform scholarly understanding of luxury as a phenomenon. The marketing literature includes research on arts marketing as well as the use of art as a luxury cue in the marketing of other products. Research on aesthetics includes antecedents to and consequences of general aesthetic appeal as well as specific aesthetic principles such as ambiguity, fluency, and complexity. Based on a perusal of the extant literature, the author highlights findings central to the topic of luxury and suggests avenues for future research.

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