دانلود رایگان مقاله انگلیسی ارزش احساسی ابتکارات مبتنی بر هنر: تقویت روابط نام تجاری و مصرف کننده لوکس - الزویر 2018

ABSTRACT

This paper discusses how Arts-Based Initiatives offered to consumers can function as a source of value creation. The conceptual model proposes that brand connoisseurs', despite not being physically present in such initiatives, derive emotional value which positively affects brand loyalty through the mediating role of brand attachment. The findings of a study investigating how consumers respond to this emerging practice by luxury brands reported, largely confirm the relevant hypotheses. Relevant theoretical implications include the extension of previous conceptualizations of this practice and the contribution to understanding relevant consumer responses, while the findings also suggest that luxury brand managers can use Arts-Based Initiatives as a relationshipstrengthening tool that transcends geographical barriers.

6. Limitations and directions for further research

The present study is inevitably characterized by certain limitations. First and foremost, due to the absence of a sampling frame and time and resource constraints, a non-probability sample was used, limiting the ability to generalize findings to the overall population (Hair, Bush, & Ortinau, 2003: 350, 364). Further, the sample consisted of respondents of one single nationality and it was restricted to only include connoisseurs; future research could investigate the value gained from Arts-Based Initiatives by aspirational consumers (Beverland, 2004) on a global basis. Moreover, it would be interesting to explore whether the identified relationships hold true for potential customers. Additionally, since brand attachment was found to only partially mediate the effect of the emotional value associated with Arts-Based Initiatives activities on brand loyalty, it is important for future research to examine other potential mediators of this relationship; hence, as a next step, the current study is intended to be extended to also assess the impact of emotional value on other relationship constructs, such as brand trust and/or brand commitment (cf. Esch, Langner, Schmitt, & Geus, 2006; Louis & Lombart, 2010), which could presumably predict a behavioral outcome such as brand loyalty. Moreover, it would be of interest to explore the existence of possible moderators, such as attachment style (Swaminathan, Stilley, & Ahluwalia, 2009), and intrinsic intellectual motivation (Lloyd & Barenblatt, 1984).

Notwithstanding the aforementioned limitations, the study hereby reported breaks new ground by demonstrating that Arts-Based Initiatives result in value for luxury consumers and strengthen their relationship to the brand; undoubtedly, there is still a long way to go before the full scope of benefits for consumers as individuals is mapped and understood. Further research is also necessary to investigate the mechanism through which these private benefits spill over to produce public benefits (Biehl-Missal & Antal, 2011), especially since the debate surrounding the societal contribution of luxury brands (Davies et al., 2012) continues. Researchers interested in the interplay between luxury brands and arts should continue exploring this issue, as it is yet little understood, while the use of Arts-Based Initiatives by luxury brands is undoubtedly on the rise; further empirical evidence is necessary to guide managerial practice and to enhance our overall understanding of such initiatives from the consumer's standpoint. In a broader sense, it is imperative for the luxury industry to enhance its comprehension of the contemporary consumer (Kim et al., 2016) and for the evolving academic research on luxury branding to move beyond its initial focus on the motivations of the luxury consumer (Fionda & Moore, 2009: 349) to a more holistic and rigorous understanding of the complexities and intricacies of luxury consumption behavior.