title: Influence of collaborations with visual art on luxury brand identity: Pilot study
metadata.name: dc.contributor.author
metadata.value: Ochkovskaya, Marina S.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Mkhitaryan, Sergey V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Indichekova, Ekaterina P.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2021-08-24T20:30:06Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2021-08-24T20:30:06Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2021-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Ochkovskaya M. S., Mkhitaryan S. V., Indichekova E. P. 2021. Influence of collaborations with visual art on luxury brand identity: Pilot study. Vestnik of Saint Petersburg University. Management 20 (1): 3–29.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2021.101
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/32912
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article examines the collaborations of luxury brands with visual arts and its impact on the ingredients
  of brand identity using the example of Louis Vuitton. The purpose of this research is to
  investigate the impact of collaborations with visual art on luxury brand identity and find out what
  elements of identity are enhanced by collaborations. An online survey was conducted among
  luxury brand consumers. Both closed and open questions were included in the questionnaire.
  Totally 443 responses were received, and 295 of them were included in a representative sample of
  the study. The Louis Vuitton brand which systematically uses the collaborations with visual art
  and is one of the leaders in the application of brand artification was selected for this study. In the
  paper the main attention is focused on the Louis Vuitton products from the limited collections
  with the designs created in collaboration with the Japanese artists Takashi Murakami and Yayoi Kusama, and the American artist Jeff Koons. The modification in the Louis Vuitton brand identity
  caused by the collaborations was estimated on the basis of the Kapferer’s brand identity prism
  elements: physique, personality, culture, relationship, self-image, reflection. In accordance with
  the Kapferer’s brand identity prism, six hypotheses were formulated where three of them were
  fully confirmed and one hypothesis is partially verified. The research has demonstrated that the
  art collaborations with visual art enhance the intangible elements of the luxury brand identity —
  personality, culture and relationships but do not augment physique and self-image. This study
  has shown a partial impact of visual art collaboration on the luxury brand identity, however, the
  authors have not estimated the influence of other forms of art, for example, music. The impact of
  the other forms of arts may be considered in further research.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 20; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: collaboration with art
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: artification
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: identity
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: luxury brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: visual art
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: emotional value
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Influence of collaborations with visual art on luxury brand identity: Pilot study
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 3-29.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/32912/1/3-29.pdf
resources.format: Adobe PDF
resources.size: 2,4 MB