Abstract
The domestic art market has grown recently due to the new influx of the MZ generation. These new art consumers are active in changing the art market landscape by sharing art information, discovering and purchasing artworks themselves. This study asserts that in order to secure competitiveness in the current art market, establishing an artist brand that meets the needs of the new art consumers is necessary. Accordingly, this study investigated the effect of artist brands on art consumers' attachment and word of mouth intention through empirical research, and confirmed the mediating effect of art consumers' attachment in the relationship between artist brands and word of mouth intention. This study provides basic data for developing tools that can improve the recognition and image of artists by presenting the direction of artist marketing strategies suitable for the characteristics of new art consumers.
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