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.

Authors

Pielah Kim, Philadelphia University, USA
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Leslie Stoel, Miami University, USA
Hua Chang, Towson University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



Share Proceeding

Featured papers

See More

Featured

Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism

Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands

Read More

Featured

Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection

Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA

Read More

Featured

Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.