This chapter studies why luxury brands partner with artists through an historical overview of suc... more This chapter studies why luxury brands partner with artists through an historical overview of such alliances and a case study of Louis Vuitton, which has collaborated with an unusually varied range of artists. Fewer media have been offered a more effective fit with the world of luxury-brand marketing than synergistic partnerships with artists. The artists gain increased exposure and, should they wish, a market-blessed legitimacy; the brand benefits from a perception of épater la bourgeois legitimacy—and thus authenticity—through its alliances with street-wise avatars of youth, rebellion, and cutting-edge modernism. Additionally, the chapter discusses the appropriation of luxury-brand artisanship, styles, and logos by street fashion designers and artists; participating in partnerships with the brands themselves; and spurring the rise of diversity within the industry. Further, it explores the concept of artification and the rise of luxury-brand museums. In closing, the chapter addresses potential future directions for partnerships between luxury brands and artists, taking into account the evolving role of luxury fashion in today’s new brand of artist, the multihyphenated megacelebrity.
This research examines the role of the winery tourism experience in the formation of brand image ... more This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater inte...
Despite substantial research focusing on retail atmospheric elements and the creation of social a... more Despite substantial research focusing on retail atmospheric elements and the creation of social atmospheres, a holistic theory of atmosphere addressing consumer heterogeneity remains elusive. This research examines how embodied interactions with retail socio-material elements and consumers' expertise levels create affective atmospheres. Through a three-year-long ethnographic study of winery tours, we identify three core elements in the co-creation of affective atmospheres: material features, sensory modalities, and social interactions. We use text mining to build corresponding dictionaries and analyze customer review data from several retail sites, demonstrating the positive effect of retail atmospherics on customer sentiment. Focusing on consumer segmentation, we further show that different levels of consumer expertise (novices, enthusiasts, and experts) influence the subjective perception of atmospheric elements and the way staff members are expected to behave to jointly create affective atmospheres. Based on our multi-method findings, we offer theoretical and managerial implications that are generalizable to broader retailing contexts.
Markets, Globalization and Development Review, 2023
Ji-Yoon, a professor of Korean origin, is the newly appointed chair of the English department at ... more Ji-Yoon, a professor of Korean origin, is the newly appointed chair of the English department at Pembroke University, stand-in for a lower-tier Ivy League school on the East Coast of the United States. Most of the department’s faculty are older and white, and almost all male, except for an older woman Joan Hambling, a white professor who has been sidelined. There is also a young black woman faculty member named Yasmin McKay, whom Ji-Yoon wants to make the university’s first black tenured professor with an endowed chair in the English department. Yaz, as they call her, has published in top journals, and is loved by her students, who flock to take her courses. Ji-Yoon herself chose to stay at Pembroke despite possibilities of receiving better offers at other competitive universities, because she likes her colleagues and she liked the offer Pembroke gave her. Additionally, there are two white men, who play important roles — Elliot Rentz (old), trying to be relevant to young students, and Bill Hobson (middle-aged), trying to make sense of his life after losing his wife to cancer and when his only daughter leaves home to go to university. The 6-episode series evolves through various aspects of departmental and university-wide politics, ending in Ji-Yoon losing her leadership position but managing to maneuver to appoint the hitherto-neglected Joan Hambling as the successor chair of the department.
Despite substantial research focusing on retail atmospheric elements and the creation of social a... more Despite substantial research focusing on retail atmospheric elements and the creation of social atmospheres, a holistic theory of atmosphere addressing consumer heterogeneity remains elusive. This research examines how embodied interactions with retail socio-material elements and consumers' expertise levels create affective atmospheres. Through a three-year-long ethnographic study of winery tours, we identify three core elements in the co-creation of affective atmospheres: material features, sensory modalities, and social interactions. We use text mining to build corresponding dictionaries and analyze customer review data from several retail sites, demonstrating the positive effect of retail atmospherics on customer sentiment. Focusing on consumer segmentation, we further show that different levels of consumer expertise (novices, enthusiasts, and experts) influence the subjective perception of atmospheric elements and the way staff members are expected to behave to jointly create affective atmospheres. Based on our multi-method findings, we offer theoretical and managerial implications that are generalizable to broader retailing contexts.
... Others improve market standards with rewards for compliance (Hull & St. Pierre, 1... more ... Others improve market standards with rewards for compliance (Hull & St. Pierre, 1990). ... Articles concerning marketing strategy and ecology can generally be broken down into the elements of the traditional marketing mix: product, promotion, place and price. Product. ...
... falkenberg@ nhh. no Marketing and Development Clifford J. Shultz II Arizona State University ... more ... falkenberg@ nhh. no Marketing and Development Clifford J. Shultz II Arizona State University Morrison School of Agribusiness and Resource Management 7001 E. Williams Rd., Bldg. 20 Mesa, AZ 85212 Telephone: 480-727-1242 Fax: 480-727-1961 E-mail: clifford. ...
This chapter studies why luxury brands partner with artists through an historical overview of suc... more This chapter studies why luxury brands partner with artists through an historical overview of such alliances and a case study of Louis Vuitton, which has collaborated with an unusually varied range of artists. Fewer media have been offered a more effective fit with the world of luxury-brand marketing than synergistic partnerships with artists. The artists gain increased exposure and, should they wish, a market-blessed legitimacy; the brand benefits from a perception of épater la bourgeois legitimacy—and thus authenticity—through its alliances with street-wise avatars of youth, rebellion, and cutting-edge modernism. Additionally, the chapter discusses the appropriation of luxury-brand artisanship, styles, and logos by street fashion designers and artists; participating in partnerships with the brands themselves; and spurring the rise of diversity within the industry. Further, it explores the concept of artification and the rise of luxury-brand museums. In closing, the chapter addresses potential future directions for partnerships between luxury brands and artists, taking into account the evolving role of luxury fashion in today’s new brand of artist, the multihyphenated megacelebrity.
This research examines the role of the winery tourism experience in the formation of brand image ... more This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater inte...
Despite substantial research focusing on retail atmospheric elements and the creation of social a... more Despite substantial research focusing on retail atmospheric elements and the creation of social atmospheres, a holistic theory of atmosphere addressing consumer heterogeneity remains elusive. This research examines how embodied interactions with retail socio-material elements and consumers' expertise levels create affective atmospheres. Through a three-year-long ethnographic study of winery tours, we identify three core elements in the co-creation of affective atmospheres: material features, sensory modalities, and social interactions. We use text mining to build corresponding dictionaries and analyze customer review data from several retail sites, demonstrating the positive effect of retail atmospherics on customer sentiment. Focusing on consumer segmentation, we further show that different levels of consumer expertise (novices, enthusiasts, and experts) influence the subjective perception of atmospheric elements and the way staff members are expected to behave to jointly create affective atmospheres. Based on our multi-method findings, we offer theoretical and managerial implications that are generalizable to broader retailing contexts.
Markets, Globalization and Development Review, 2023
Ji-Yoon, a professor of Korean origin, is the newly appointed chair of the English department at ... more Ji-Yoon, a professor of Korean origin, is the newly appointed chair of the English department at Pembroke University, stand-in for a lower-tier Ivy League school on the East Coast of the United States. Most of the department’s faculty are older and white, and almost all male, except for an older woman Joan Hambling, a white professor who has been sidelined. There is also a young black woman faculty member named Yasmin McKay, whom Ji-Yoon wants to make the university’s first black tenured professor with an endowed chair in the English department. Yaz, as they call her, has published in top journals, and is loved by her students, who flock to take her courses. Ji-Yoon herself chose to stay at Pembroke despite possibilities of receiving better offers at other competitive universities, because she likes her colleagues and she liked the offer Pembroke gave her. Additionally, there are two white men, who play important roles — Elliot Rentz (old), trying to be relevant to young students, and Bill Hobson (middle-aged), trying to make sense of his life after losing his wife to cancer and when his only daughter leaves home to go to university. The 6-episode series evolves through various aspects of departmental and university-wide politics, ending in Ji-Yoon losing her leadership position but managing to maneuver to appoint the hitherto-neglected Joan Hambling as the successor chair of the department.
Despite substantial research focusing on retail atmospheric elements and the creation of social a... more Despite substantial research focusing on retail atmospheric elements and the creation of social atmospheres, a holistic theory of atmosphere addressing consumer heterogeneity remains elusive. This research examines how embodied interactions with retail socio-material elements and consumers' expertise levels create affective atmospheres. Through a three-year-long ethnographic study of winery tours, we identify three core elements in the co-creation of affective atmospheres: material features, sensory modalities, and social interactions. We use text mining to build corresponding dictionaries and analyze customer review data from several retail sites, demonstrating the positive effect of retail atmospherics on customer sentiment. Focusing on consumer segmentation, we further show that different levels of consumer expertise (novices, enthusiasts, and experts) influence the subjective perception of atmospheric elements and the way staff members are expected to behave to jointly create affective atmospheres. Based on our multi-method findings, we offer theoretical and managerial implications that are generalizable to broader retailing contexts.
... Others improve market standards with rewards for compliance (Hull & St. Pierre, 1... more ... Others improve market standards with rewards for compliance (Hull & St. Pierre, 1990). ... Articles concerning marketing strategy and ecology can generally be broken down into the elements of the traditional marketing mix: product, promotion, place and price. Product. ...
... falkenberg@ nhh. no Marketing and Development Clifford J. Shultz II Arizona State University ... more ... falkenberg@ nhh. no Marketing and Development Clifford J. Shultz II Arizona State University Morrison School of Agribusiness and Resource Management 7001 E. Williams Rd., Bldg. 20 Mesa, AZ 85212 Telephone: 480-727-1242 Fax: 480-727-1961 E-mail: clifford. ...
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