Visual Artist Brand Personality Exploitation: Artist - Brand Alliances For Attracting New Consumers to a Brand

Consumers select brands based on how well these brands reflect their own personalities. We examined whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand. We find some benefits to such alliances.

Citation:

Pielah Kim, Rajiv Vaidyanathan, Leslie Stoel, and Hua Chang (2017) ,"Visual Artist Brand Personality Exploitation: Artist - Brand Alliances For Attracting New Consumers to a Brand ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 95-96.