The communication effects of art on corporate reputation: An exploratory study

Publication Type:
Conference Proceeding
ANZMAC 2013, 2013
Issue Date:
Full metadata record
This paper explores how the use of art and the role of the artist impacts on corporate reputation and business success. Drawing on data from two retailers this research finds that the use of art in communication has significant impact on corporate reputation and business success. Data suggest that artwork can be used in four ways: (1) as a basis of the design of merchandise being marketed, (2) as a form of advertising synonymous with the product, and (3) as a method of stimulating PR, controversy and word of mouth in the community and (4) the establishment of a unique identity. It is argued that each of these behaviours has contributed to these firms¿ corporate re putations and that in the process emergent goodwill has developed surrounding the artists and their work. Of particular value was the contribution the artists themselves lent to the brand¿s identity, image and corporate reputation
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