| abstract |
| Background Art collaboration products are original because they have more creative elements than general products, highlighting aesthetics as they focus on art. Furthermore, art collaboration can increase the scarcity value of products due to symbolic features and limited sales. Art collaboration can derive various characteristics such as scarcity, originality, aesthetics, symbolism, and functionality through art collaboration with brands. This study attempted to understand the effect of art collaboration on brand image and brand loyalty considering these characteristics.
Method This study surveyed women in their twenties who have a high preference for luxury brands, quickly grasp the design concept of brand products, and are sensitive to changes in design concepts. This study performed frequency, reliability analysis, difference analysis, and regression analysis on the collected data using the SPSS 27.0 statistical program.
Results As a result of conducting a difference analysis according to the characteristics of the survey subjects, art collaboration, brand image, and brand loyalty all differ according to occupation and income. In addition, this study confirmes that art collaboration has a significant effect on brand image and brand loyalty.
Conclusion This study empirically confirms that it is effective to use art collaboration to improve brand image and brand loyalty in companies. Therefore, this study proposes that the luxury brand art collaboration should be actively used in practice, which also reveals that brand marketing can also be influenced by the level of awareness and preference of participating artists in art collaboration. |
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| Key Words |
| 아트콜라보레이션, 브랜드 이미지, 브랜드 충성도, art collaboration, brand image, brand loyalty |
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