ABSTRACTThis study examines the concept of artification within the industrial sector, focusing on Florim Ceramiche, a leading Italian ceramic manufacturer. While artification has been extensively explored in the luxury and fashion industries, its application in industrial contexts remains under‐researched. Using a case study approach, we investigate the processes and factors involved in artification at Florim, producing its impact on external outcomes, such as brand identity enhancement and market results. Key findings reveal that Florim's artification is supported by a top–down governance approach that reflects corporate values. A trust‐based partnership between Florim and collaborating artists further enhances the cultural authenticity of the artification process. Artification is also an inside–out process underpinned by physical artworks that enrich the workplace environment and promote employee well‐being, aligning with corporate social responsibility (CSR) objectives. The process operates through concentric engagement, starting internally with employees and extending to visitors and the local community. This research highlights artification's potential to foster both social sustainability and brand differentiation, providing insights for managers in the industrial sector aiming to integrate art within CSR frameworks.

ABSTRACTThis article investigates the diverse artification strategies used by luxury fashion brands to strengthen their connection with the art world and emphasises how these strategies infuse objects, practices, and brands with artistic value. Using a theoretical framework, the research classifies the Altagamma and Comité Colbert brands into distinct clusters representing various stages of the artification process, from early exploration to full integration of artistic practices. The study analyses the ways in which these stages reflect the brands’ historical evolution and strategic investments in artification, particularly in response to market threats. Between 2019 and 2024, 81.25% of the 39 brands examined in this study engaged in at least one artistic activity, such as artist collaborations, art installations or incorporating artistic elements into collections. This study offers new insights by expanding the understanding of artification and classifying underexplored connections between luxury brands, artists and non‐profit cultural institutions. It reveals how brands, despite differing approaches, recognise artification as a key strategy in enhancing identity and positioning in the luxury market.

ABSTRACTArtification refers to the process by which objects, practices, or entities not traditionally considered art are transformed into socially accepted art forms. A common example is graffiti, which was once regarded as vandalism but has since evolved into a recognized and celebrated form of art, but organizations and brands can also engage in artification strategies. This special issue of the Journal of Philanthropy and Marketing explores the concept of artification, with a particular focus on its application within the third sector. The six papers in this issue examine how artification fosters creativity, innovation, and social impact in non‐profits. Through case studies and empirical research, the issue demonstrates how third‐sector organizations, such as arts and culture institutions, charities, and foundations, can leverage artification not only to support the arts but also to enhance their legitimacy, build stronger community relationships, and increase credibility with stakeholders. The special issue examines studies on artification in both non‐profit organizations and corporate initiatives, emphasizing how art fosters social sustainability through creative partnerships. Collectively, these papers underscore the transformative potential of artification in the third sector, offering valuable insights for non‐profits seeking to integrate art into their strategic initiatives and enhance their social impact.

ABSTRACTThis paper investigates the role of artification‐based philanthropy in enhancing brand authenticity and addressing the luxury brand paradox through the case study of Ornellaia's Vendemmia d’artista project. The infusion of art undoubtedly enhances brand perception, particularly for luxury brands that seek to reinforce prestige and exclusivity. On the other hand, philanthropy is a powerful tool to improve brand image by demonstrating the brand's genuine commitment to the common good and strengthening its symbolic value. Thus, for luxury brands, artification‐based philanthropy can be challenging due to the contradiction between the goal of philanthropic activity and the essence of luxury and exclusivity reinforced by art. Through in‐depth qualitative interviews with managers and analysis of internal documents, we investigated the Vendemmia d’artista project as an excellent example of how different initiatives can overcome this contradiction. Particularly, these initiatives include engaging in meaningful dialogue with stakeholders and the public, firmly establishing a strong connection with the brand identity, and committing to long‐term engagement with artists and the Solomon R. Guggenheim Foundation. The article outlines the proper use of artification‐based philanthropy in sectors where brand authenticity is essential for gaining legitimacy among the public and stakeholders. Additionally, it suggests managers prioritize unwavering commitment, strengthened by aligning multiple activities engaging diverse audiences.

ABSTRACTThis study explores artification in nonprofit organizations, specifically focusing on the use of the arts to enhance the well‐being of users. By examining how nonprofit institutions integrate artistic practices into their programs, the research highlights the potential for art to serve as a tool for promoting emotional, mental, and social well‐being among diverse populations. Moreover, the impact of art therapy on various stakeholders (e.g., artists and/or art dealers) within nonprofit health and social service organizations and the art market in general remains understudied. Therefore, this study examines the case of the Dynamo Camp Art Factory and the complex system of relationships between the various stakeholders to understand the benefits of art therapy and the related artification process. Our findings show that through the involvement of artists in art therapy, value co‐creation activities have a cultural and economic impact far beyond the therapeutic effect.

ABSTRACTThe use and underuse of social media by organizations have garnered significant attention from scholars. The findings indicate that most public and nonprofit organizations primarily use one‐way messaging in their social media communication. In 2012, Lovejoy and Saxton presented a “Hierarchy of Engagement” framework to categorize nonprofits' social media communication into Information, Community, and Action (ICA) messages. Since its publication, more than 100 research articles, reports, etc. have referred to this framework. This study presents a systematic review of 48 published scholarly articles that applied and expanded the ICA typology over 10 years (2012–2021). We find that the messaging strategy has not changed much from how the authors initially framed it. The social media accounts reviewed by this literature average share 51% information, 24% community, and 26% action messages. This study offers practical implications for nonprofit professionals, marketers, digital media managers, and scholars.

ABSTRACTMisanthropy, the opposite of philanthropy, represents brand wrongdoings that harm humanity and can be more widespread. Consumer awareness of brand misanthropy and subsequent retaliation against brands are on the rise and pose a more significant managerial challenge than ever before. Despite its growing importance, few studies have explored the connection between consumer's moral decision‐making in the event of brand misanthropy and subsequent avoidance behaviour. Using dual process theory, we expand the rationalist perspective within the field of moral decision‐making by considering the distinct mechanisms through which moral judgment influences consumer brand avoidance behaviour. Using a scenario‐based experiment paired with a survey, our findings suggest that moral judgments positively influence brand avoidance when exposed to brand misanthropy. We also found that moral obligation mediates between moral judgment and brand avoidance. Furthermore, our findings demonstrate that self‐esteem attenuates peoples' propensity to avoid brands. Managerially, our research offers fresh insights and guidance for recognizing and recommending solutions to reduce anti‐brand behaviours in the event of brand misanthropy.

Abstract This research tests the Construal‐Level Theory of Psychological Distance in a three‐dimensional context via a bequest fundraising telephone campaign. We experimentally primed temporal distance (i.e., 10 vs. 50 years) and social distance (i.e., donors' family and friends vs. benefits for wider society) before people answered a bequest‐related question. We then observed how matching and mismatching between these two dimensions impacted decisions differently depending on whether people engaged in a lower‐level thinking task (i.e., recalling whether they have left a bequest to a charity) or a higher‐level thinking task (i.e., considering whether they might leave a bequest in the future). Our findings contribute to the existing Construal‐Level Theory and nonprofit research by testing the unique combination of a three‐dimensional construal situation. Learning from this research can be applied to the design of innovative bequest fundraising procedures as well as innovative procedures to promote other voluntary decisions in the future.