Art and the Brand: The Role of Visual Art in Enhancing Brand Extendibility

Journal of Consumer Psychology, Vol. 18, July 2008

11 Pages Posted: 1 Jul 2012

See all articles by Henrik Hagtvedt

Henrik Hagtvedt

Boston College - Department of Marketing

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Date Written: 2008

Abstract

We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the presence of art has a positive influence on brand image (via a transfer of luxury perceptions from art onto the brand) and enhances perceived fit (via increased cognitive flexibility), resulting in more favorable brand extension evaluations. A pilot study and two experiments demonstrate that the presence of visual art favorably influences brand image perceptions and enhances perceptions of category fit. Mediation analysis reveals that together these factors explain the influence of visual art on brand extendibility.

Suggested Citation

Hagtvedt, Henrik and Patrick, Vanessa, Art and the Brand: The Role of Visual Art in Enhancing Brand Extendibility (2008). Journal of Consumer Psychology, Vol. 18, July 2008. Available at SSRN: https://ssrn.com/abstract=2086814

Henrik Hagtvedt

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

HOME PAGE: http://www.bc.edu/schools/csom/faculty/bios/hagtvedt.html

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

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