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首页> 外文期刊>Journal of Product & Brand Management >Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?
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Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?

机译：艺术家品牌联盟以新消费者为目标：视觉艺术家可以招募新消费者加入品牌吗？

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PurposenIncreasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand.nDesign/methodology/approachnTwo experiments are used to examine the impact of artists personality (in)congruence on consumers perceptions of the brand and purchase intentions of the brands products.nFindingsnThe results show that consumers whose personalities do not match the brands current personality are likely to alter their view of a brand when the brand partners with an artist whose personality matches with that of the consumers. This happens without negatively affecting the brand personality perceptions of current consumers who already identify with the brand.nPractical implicationsnWhen seeking to attract a new target segment, brands can ally with visual artists who convey a personality that matches that of the new target segment.nOriginality/valuenThis paper adds to a nascent literature on the power of artistbrand alliances, and demonstrates that these partnerships need not only be between artists and brands with consistent personalities but can also effectively be used to target new consumers.
机译：目的越来越多的行业对视觉艺术家和商业品牌合作产生兴趣，这使人们更加需要研究视觉艺术如何以增加现有消费者品牌价值并潜在地吸引新消费者的方式为品牌增加意义。众所周知，消费者会根据这些品牌反映自己个性的方式来选择品牌。这项研究的目的是了解与具有独特个性的艺术家结成品牌联盟是否可以使品牌对个性目前不匹配该品牌的消费者更具吸引力。n设计/方法论/方法两个实验用于检验艺术家个性的影响结果显示，当品牌与个性匹配的艺术家合作时，个性与品牌当前个性不匹配的消费者很可能会改变对品牌的看法。的消费者。这种情况不会对已经认同该品牌的现有消费者产生负面影响。 Valuen本文增加了有关Artistbrand联盟力量的新生文献，并表明这些伙伴关系不仅需要艺术家和具有一致个性的品牌之间的合作，而且还可以有效地用于瞄准新消费者。

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