When Luxury Meets Art [electronic resource] : Forms of Collaboration between Luxury Brands and the Arts /
Kastner, Olga Louisa.author.
Increasingly, luxury brands join forces with the arts today. Yet, these cross-over collaborations do not constitute a homogeneous strategy, but become manifest in manifold forms and appearances. Regardless of their growing practical relevance for the creation of contemporary luxury brands though, the varied forms of Luxury Brand-Art Collaborations (LBACs) have remained largely unexplored to date. Olga Louisa Kastner aims at systematizing the dominating collaborative patterns between luxury brands and the arts. She empirically derives distinct types of LBACs, based on methodically developed attributes and a large number of real cases. Finally, the author describes the main characteristics of the identified types and illustrates them by prototypical cases.   Contents Explanations of the Luxury Brand, Art and Luxury Brand-Art Collaborations Attributes and Typology of Luxury Brand-Art Collaborations   Target Groups Researchers, lecturers, and students in the fields of marketing, branding and communication Managers and marketing executives of luxury brands as well as artists, cultural managers, and patrons of the art   The Author Olga Louisa Kastner, MA, studied at the Berlin School of Economics and Law. She currently works as a project manager and is responsible for developing a marketing agency’s luxury, watches and jewelleryaccounts.  .
Description based upon print version of record.
Geleitwort; Acknowledgements; Table of contents; List of figures; List of tables; A. Introduction; 1. Topicality and practical relevance of the research question; 2. Problem definition and course of the investigation; B. Basics; 1. Explanations on the notion of the luxury brand; 1.1 Notion, history and definition of the concept of luxury; 1.2 Definition and conceptual demarcation of the luxury brand; 1.3 Functions and effects of the luxury brand on the consumer; 2. Explanations on the notion of art; 2.1 Different perspectives on art
2.2 Contemporary approaches to the operationalisation of art2.3 Classification of the different art forms; 3. Explanations on Luxury Brand-Art Collaborations; 3.1 History; 3.2 Existing literature concepts; 3.3 Definition and conceptual demarcation; C. Attributes of Luxury Brand-Art Collaborations; 1. Preliminary methodological remarks; 1.1 Taxonomy: Classification vs. typology; 1.2 Properties of attributes; 1.3 Alternative approaches to the selection of attributes; 1.4 Description of the research design; 2. Deductive attribute derivation; 2.1 Theoretical points of reference
2.1.1 Luxury brand management2.1.2 Brand leveraging; 2.1.3 Interfirm co-operation management; 2.1.4 Art-Business management; 2.2 Deduced attributes of Luxury Brand-Art Collaborations; 2.2.1 Attributes of the luxury brand; 2.2.2 Attributes of the arts; 2.2.3 Attributes of the relationship between the luxury brand and the arts; 2.2.4 Attributes of the realisation of the Luxury Brand-Art Collaboration; 3. Inductive attribute derivation; 3.1 Case studies; 3.2 Induced attributes of Luxury Brand-Art Collaborations; 3.2.1 Attributes of the luxury brand; 3.2.2 Attributes of the arts
3.2.3 Attributes of the realisation of the Luxury Brand-Art Collaboration4. Conceptual framework: Attributes of Luxury Brand-Art Collaborations; D. Typology of Luxury Brand-Art Collaborations; 1. Preliminary methodological remarks; 1.1 Cluster analysis as part of the multivariate methods of data analysis; 1.2 Description of the research process; 2. Empirical selection and description of Luxury Brand-Art Collaborations; 2.1 Used method of data collection; 2.1.1 Alternative approaches to the collection of luxury brands; 2.1.2 Presentation of the 'World Luxury Brand Directory'
2.1.3 Configuration and adaptation of the 'World Luxury Brand Directory'2.1.4 Empirical selection of Luxury Brand-Art Collaborations; 2.2 General remarks on Luxury Brand-Art Collaborations; 2.2.1 Sample demographics; 2.2.2 Frequency distribution; 2.2.3 Final selection of attributes; 3. Determination of different types of Luxury Brand-Art Collaborations; 3.1 Empirical identification; 3.2 Conceptual description; 3.3 Prototypical cases; E. Closing remarks; 1. Evaluation and limitations of the typological study; 2. Outlook; List of references; List of appendices; I. Data bases
II. Sample demographics
Includes bibliographical references.
Increasingly, luxury brands join forces with the arts today. Yet, these cross-over collaborations do not constitute a homogeneous strategy, but become manifest in manifold forms and appearances. Regardless of their growing practical relevance for the creation of contemporary luxury brands though, the varied forms of Luxury Brand-Art Collaborations (LBACs) have remained largely unexplored to date. Olga Louisa Kastner aims at systematizing the dominating collaborative patterns between luxury brands and the arts. She empirically derives distinct types of LBACs, based on methodically developed attributes and a large number of real cases. Finally, the author describes the main characteristics of the identified types and illustrates them by prototypical cases.   Contents Explanations of the Luxury Brand, Art and Luxury Brand-Art Collaborations Attributes and Typology of Luxury Brand-Art Collaborations   Target Groups Researchers, lecturers, and students in the fields of marketing, branding and communication Managers and marketing executives of luxury brands as well as artists, cultural managers, and patrons of the art   The Author Olga Louisa Kastner, MA, studied at the Berlin School of Economics and Law. She currently works as a project manager and is responsible for developing a marketing agency’s luxury, watches and jewelleryaccounts.  .
Marketing.
Market research.
Marketing.
Market Research/Competitive Intelligence.