Research Handbook on Luxury Branding
Show Less

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 10: Art and aesthetics

Henrik Hagtvedt

Abstract

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.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.