Artist Names As Human Brands: Brand Strategies in the Italian Gallery Art Market

28 Pages Posted: 17 Feb 2020

See all articles by Francesco Angelini

Francesco Angelini

Università di Bologna - Dipartimento di Statistica

Massimiliano Castellani

University of Bologna - Department of Economics

Pierpaolo Pattitoni

University of Bologna - Department of Statistical Sciences ; University of Bologna - Rimini Center for Economic Analysis (RCEA)

Date Written: November 29, 2019

Abstract

Considering all transactions related to modern and contemporary visual artists mediated by galleries in Italy between 2007 and 2012, we find that artist brand depends positively on talent, consolidated fame and volatile fame. These three latent characteristics have different impacts on the brand of business and non-business artists. Moreover, we find that in the Italian art market a co-creation mechanism is at work which depends on the galleries' specialization strategy in building their portfolios of artists.

Keywords: brand, value, artist, gallery, art market, hedonic regression

JEL Classification: C10, C21, Z11

Suggested Citation

Angelini, Francesco and Castellani, Massimiliano and Pattitoni, Pierpaolo, Artist Names As Human Brands: Brand Strategies in the Italian Gallery Art Market (November 29, 2019). Available at SSRN: https://ssrn.com/abstract=3495474 or http://dx.doi.org/10.2139/ssrn.3495474

Francesco Angelini (Contact Author)

Università di Bologna - Dipartimento di Statistica ( email )

Via Belle Arti, 41
Bologna, Bologna 40126
Italy

Massimiliano Castellani

University of Bologna - Department of Economics ( email )

Strada Maggiore 45
Bologna, 40125
Italy

Pierpaolo Pattitoni

University of Bologna - Department of Statistical Sciences ( email )

Via Belle Arti 41
Bologna, 40126
Italy

University of Bologna - Rimini Center for Economic Analysis (RCEA) ( email )

Via Patara, 3
Rimini (RN), RN 47900
Italy

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