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The relevance of brand fit for the Art Infusion Effect

  • This paper aims to investigate if and to which extent the brand fit between brand and art might influence the products of art business collaborations by taking the consumer involvement into account. This investigation focuses on solely fine art and its implementation in product design. An experiment (N = 180) was conducted to examine the effect of different brand fits on the product evaluation. The research indicates that the brand fit between brand and art has a significantly positive influence on the product evaluation, which is internally replicated across durable and non-durable products. However, this leveraging effect does not occur for all product categories since not all products fit with art to a high degree. An influence within consumer involvement is not confirmed. Although no negative effect could be exposed, a more conscious use of art regarding to the brand fit is recommended.

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Metadaten
Author:Sophie-Charlotte Beyss
Referee: Baumgarth
Advisor: Dörrenböcher
Document Type:Master's Thesis
Language:English
Date of first Publication:2021/01/01
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2021/09/20
Page Number:233
Institutes:FB I - Wirtschaftswissenschaften / International Marketing Management M.A.
Licence (German):License LogoUrheberrechtsschutz