Please use this identifier to cite or link to this item: https://ktisis.cut.ac.cy/handle/10488/14448
Title: The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship
Authors: Koronaki, Eirini 
Kyrousi, Antigone G. 
Panigyrakis, George G. 
Keywords: Arts-based initiatives;Brand attachment;Brand loyalty;Luxury brands;Value creation
Category: Media and Communications
Field: Social Sciences
Issue Date: 1-Apr-2018
Source: Journal of Business Research, 2018, vol. 85, pp. 406-413
Journal: Journal of Business Research 
Abstract: This paper discusses how Arts-Based Initiatives offered to consumers can function as a source of value creation. The conceptual model proposes that brand connoisseurs’ despite not being physically present in such initiatives, derive emotional value which positively affects brand loyalty through the mediating role of brand attachment. The findings of a study investigating how consumers respond to this emerging practice by luxury brands reported, largely confirm the relevant hypotheses. Relevant theoretical implications include the extension of previous conceptualizations of this practice and the contribution to understanding relevant consumer responses, while the findings also suggest that luxury brand managers can use Arts-Based Initiatives as a relationship-strengthening tool that transcends geographical barriers.
ISSN: 0148-2963
DOI: 10.1016/j.jbusres.2017.10.018
Collaboration : Athens University of Economics and Business
Deree–The American College of Greece
Cyprus University of Technology
Rights: © Elsevier
Type: Article
Appears in Collections:Άρθρα/Articles

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