Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar
Chapter 10: Art and aesthetics
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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