Culture and brands: an artification study

• Grant number: 23/09537-9
• Support Opportunities: Scholarships abroad - Research
• Start date: January 02, 2024
• End date: August 01, 2024
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Suzane Strehlau
• Grantee: Suzane Strehlau
• Host Investigator: George Balabanis
• Host Institution: Escola Superior de Propaganda e Marketing (ESPM). São Paulo , SP, Brazil
• Institution abroad: City University London, England

Abstract

A joint research project examining the artification of brands and its influence on cultural enrichment and consumption. This research will examine the artification process of brands, focusing on interactions between art and branding in contemporary art, brand museums, and music collaborations. The study will explore how these interactions influence consumption and contribute to cultural enrichment in society. The incorporation of technology, such as immersive experiences, will be analyzed to assess its potential in enhancing the artification process.A mixed-methods approach will be employed, combining qualitative case studies of artist-brand collaborations and quantitative analysis of consumer behavior and cultural engagement indicators. The research will also investigate the impact of artist or orchestra origin (European or North American) on audience size and perceived value. (AU)