The Influence of Cultural Type on Art Marketing and Recommendation: Focus on the Moderation Effect of Price

Abstract

It can be defined that the 20th century was the era of information and technology. On the other hand, 21st century can be defined as a period of culture and art. The representative and emerging elements of cultural type are cultural promotion, cultural synthesis and cultural style. This study not only analyzes empirical effects of cultural type on art marketing but also reveals how the art marketing influences on recommendation. In addition, we analyze empirical effects of cultural type and art marketing on recommendation depending on price and show the strategies to enlarge the company identity being based on cultural context. Two preliminary researches have been conducted through 25 marketing professors and graduate course students in order to choose products, brands, artworks and price, which is fitting to the purpose of this study. The conclusion of this study shows that the cultural type has partially effects on art marketing. It also has partially effects on art marketing depending on the price. Finally, the price has positive modulation effects on recommendation of art marketing.