| Title: |
Experiential art infusion effect on a service's brand: the role of emotions. |
| Authors: |
Cuny, Caroline; Pinelli, Mathieu; Fornerino, Marianela; deMarles, Axel |
| Source: |
Journal of Marketing Management; Sep2020, Vol. 36 Issue 11/12, p1055-1075, 21p, 1 Black and White Photograph, 5 Charts |
| Subject Terms: |
BRANDING (Marketing); AESTHETIC experience; MUSICAL performance; FORECASTING; PERFORMANCE artists |
| Abstract: |
This study seeks to extend the notion of the art infusion effect to an artistic intervention in a service context, and specify its mechanisms. Dual mediation by immersion and aesthetic experience may explain the experiential art infusion effect on brands. As a test of this prediction, this study investigates groups of customers who experience an artistic intervention in different conditions, characterised by two types of music (art-congruent vs. brand-congruent) and an artist's performance. Experiencing one of these artistic interventions increased brand attachment, relative to a control condition. Immersion and aesthetic experience (positive emotions) exerted a significant dual mediation effect on brand attachment when comparing the art-congruent music and the performance conditions. Interestingly, immersion and negative emotions did not reveal any mediating influence. [ABSTRACT FROM AUTHOR] |
| : |
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| Database: |
Complementary Index |