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Using brand alliances with artists to expand retail brand personality

机译：利用与艺术家的品牌联盟扩大零售品牌个性

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Fashion retailers are increasingly entering into brand alliances with visual artists, but the conditions under which such alliances are most effective are not clear. Drawing on brand personality and implicit personality theory, we used two experimental studies to show both negative (dilution of retailer's original personality) and positive (expansion of personality) effects. Study 1 demonstrated that retail brand personality was diluted when the visual artist had a strongly incongruent personality, while it was expanded when the artist had a personality moderately incongruent to the retailer's brand, but only for consumers who hold an incremental theorist view of personality. Study 2 showed that consumers' implicit theory beliefs can be primed to design the intended personality of retail brands through artist partnerships. Our findings suggest visual artists are an untapped source of value that retailers can exploit to create differentiated brand personalities as a way to gain a greater market appeal.
机译：时装零售商越来越多地与视觉艺术家建立品牌联盟，但这种联盟最有效的条件尚不清楚。利用品牌人格和隐性人格理论，我们使用了两项实验研究来显示负面（零售商原始个性的稀释）和正面（个性扩展）的影响。研究1表明，当视觉艺术家具有强烈不一致的个性时，零售品牌的个性会被稀释;而当艺术家具有与零售商品牌适度不一致的个性时，零售品牌的个性会被扩大，但仅适用于持有增量理论家关于个性的观点的消费者。研究2表明，消费者的内在理论信念可以通过与艺术家的合作来设计零售品牌的预期个性。我们的研究结果表明，视觉艺术家是未开发的价值来源，零售商可以利用它来创造差异化的品牌个性，从而获得更大的市场吸引力。

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