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Culture and brands: an artification study

Grant number: 23/09537-9
Support Opportunities:Scholarships abroad - Research
Effective date (Start): January 02, 2024
Effective date (End): 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
Research place: 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)

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