Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


Pielah Kim-Dissertation-FINAL.pdf (2.01 MB)

ETD Abstract Container

Abstract Header

A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension

Kim, Pielah
http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468

Abstract Details

2015, Doctor of Philosophy, Ohio State University, Human Ecology: Fashion and Retail Studies.
This dissertation contributed to a better understanding of the emerging phenomenon of art commercialization by examining the significant role of the visual artist as a brand. By identifying the limitations in the body of prior research that has focused on consumers’ responses to images of art on products, this research framed the visual artist as a human brand and the subject to be used as an ingredient brand in the exploitation of art commercialization. The examination of a visual artist as an effective ingredient brand consisted of three independent streams of research on the properties and functions of visual artists. To first validate the salient benefits associated with using a visual artist, Paper 1 examined and identified the mechanism of artist contagion with relationship to a product’s ability to capture the valuable essence of a visual artist by his/her presence in a retail domain. Next, upon confirmation of the positive artist contagion effect, Paper 2 investigated how the ingredient brand strategy of using a visual artist with a distinct personality affects the conceptualization of the fashion retailer. Specifically, Paper 2 demonstrated the expansion in personality dimensions of a fashion retailer that uses a visual artist with unique personality traits as its ingredient brand. Finally, Paper 3 found specific effects of visual artist ingredient branding on dimensions constituting retail branding: one, the store atmosphere impacting affect-driven shopping experience, and two, the product and its symbolic meaning of brand with which consumers identify. All studies in the three papers adapted the experimental method. The overarching theme of the three papers is that the personality of the visual artist as the ingredient brand affects the meaning and evaluation of a fashion retailer; the combination creates a dynamic brand personality for the fashion retailer.
Leslie Stoel (Advisor)
Xioayan Deng (Committee Member)
Robert Scharff (Committee Chair)
186 p.
Arts Management; Marketing
Art marketing; Ingredient branding; Artist collaboration; Artist contagion; Fashion branding

Recommended Citations

Citations

  • Kim, P. (2015). A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468

    APA Style (7th edition)

  • Kim, Pielah. A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension. 2015. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468.

    MLA Style (8th edition)

  • Kim, Pielah. "A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension." Doctoral dissertation, Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468

    Chicago Manual of Style (17th edition)

osu1436882468
621
© 2015, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.