Revitalization Through the Use of Art? A Comparative Study of Collaborative Strategies for Enhanced Luxury Brand Image
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- Master of Science 
Luxury brand managers should obtain knowledge and understanding on the impact of collaborative strategies as one accommodates revitalization as a critical phase in a brands’ life cycle. Within the concept of luxury, an existent commonality is the concept of arts, as both provide a unique and scarce experience within the consumption of such goods. Hence, the purpose of this thesis was to investigate the most successful strategy of either a co-branding or Arty Limited Edition by looking at which collaboration contributes to a positive impact on the perceived luxury brand image through the use of Vigneron & Johnson’s (2004) Brand Luxury Index. The paper further aimed to provide explicit knowledge within the facilitation of such strategies by examining the conditional determinants for under which the respective collaborations are most successful. The comparative study used a quantitative approach with an in-between subject design. The empirical material within the analysis was determined by conducting six questionnaires of 19 questions each, answered by 143 participants in which randomization helped distribute evenly. Moreover, to compare the two strategies, the direct effect was analyzed through investigating standardized mean differences and paired sample t-tests. To examine any asymmetries, the moderating effects were further determined through multiple regression analysis. Based on prior research on luxury brand management, collaboration strategies, art-based initiatives, and consumer behavior on luxury consumption, the study focused on connecting the two worlds of luxury and arts in an attempt to provide evidence on whether art-based initiatives give a better outcome on the luxury brand image than the more common collaboration of co-branding as limited knowledge on the matter exists to this day. The findings extracted from this thesis paper indicated that Arty Limited Edition have a better direct positive influence on the luxury brand image. The results also showed that to successfully facilitate such collaboration, the conditional determinants investigated indicated that brand-artist fit should be high (that is, the thematic coherence between the entities), brand familiarity should be low (that is, the prior knowledge of the collaboration partner), and brand visibility should be low (that is, subtle brand elements). However, brand managers should investigate which dimensions within the Brand Luxury Index are more important to their consumer segment to develop a successful collaboration and revitalization.
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021