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Iconic art infusion in luxury retail strategies: Unveiling the potential
Giovanni Pino,Gianluigi Guido,라잔나타라잔 한국마케팅과학회 2017 마케팅과학연구 Vol.27 No.2
This research investigates art infusion, a phenomenon in which artistic elements contribute to enhance the perceived value of consumer goods, in the retailing sector. An experiment conducted with 188 consumers suggests that individuals with high dispositional greed are more interested in shopping in luxury stores that promote products through artworks representative of an artist’s iconic, that is, most recognizable, style. Results show that greed determines consumers’ store preference through an externalized luxury tendency, that is a tendency to purchase luxury goods to show off social status. Such an eff ect proved to be stronger for extroverted than for introverted consumers.