Abstract
Combinations of art and products are a classic and current topic. Examples like the collaboration of the Medici with artists in the Renaissance or the logo development of Chupa Chups by Salvador Dali are historical examples. The BMW art cars by Jeff Koons and Cao Fei or the art‐based special editions of Louis Vuitton bags are current best practices. All these cases expected a positive impact of art on the product or brand evaluation. This spillover effect was coined “art infusion effect” by Hagtvedt and Patrick. This, as well as further studies on the art infusion effect, are predominantly concerned with classical fine arts. However, despite an observable increase of urban arts‐brands collaborations, the effects of these have not been researched. Our study determines that graffiti and street art are perceived by consumers as art. To confirm the art infusion effect for urban art, a laboratory experiment was conducted. The presence of urban art has a favourable influence on the evaluation of products. These results replicate and extend the findings of Hagtvedt and Patrick. As drivers of the urban art infusion effect, we also identify two additional drivers: the fit between the art and the product and the “lifestyle perception”.
Highlights
A study by Hagtvedt and Patrick (2008b) has shown that the integration of art in the context of brand extension can improve the fit. Considering these arguments, we suppose that the art perception increases the fit and the fit has a positive impact on the product evaluation
In a first qualitative study, it was investigated whether the consumer even recognizes urban art as
The exploratory study shows that urban art was perceived as art
Summary
The “art infusion effect” has become one of the dominant theoretical pillars in the field of arts and branding (e.g., 150 entries in Google Scholar, December 2019). Choi & Rifon, 2012; Till & Busler, 2000) or brand alliances (e.g., Park, Jun, & Shocker, 1996; Simonin & Ruth, 1998), the fit between the two objects (e.g., brand A and B) are pivotal explanations for the evaluation of the joint object This positive effect of the fit was analysed and partly supported in the art infusion research (e.g., Hagtvedt & Patrick, 2011; Kim, Ko, & Lee, 2012). A study by Hagtvedt and Patrick (2008b) has shown that the integration of art in the context of brand extension can improve the fit Considering these arguments, we suppose that the art perception increases the fit and the fit has a positive impact on the product evaluation.
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