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

Williams, DM; Biggemann, S

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

Williams, DM

Biggemann, S

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Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: ANZMAC 2013, 2013
Issue Date:: 2013-01-01

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Field	Value	Language
dc.contributor.author	Williams, DM https://orcid.org/0000-0002-4553-1820	en_US
dc.contributor.author	Biggemann, S	en_US
dc.contributor.editor	Brodie, R	en_US
dc.date	2013-12-01	en_US
dc.date.issued	2013-01-01	en_US
dc.identifier.citation	ANZMAC 2013, 2013	en_US
dc.identifier.isbn	978-0-646-56330-5	en_US
dc.identifier.uri	http://hdl.handle.net/10453/32925
dc.description.abstract	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	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	ANZMAC 2013	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	The communication effects of art on corporate reputation: An exploratory study	en_US
dc.type	Conference Proceeding
utslib.location.activity	Auckland, NZ	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Auckland
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	open_access
pubs.consider-herdc	false	en_US
pubs.finish-date	2013-12-04	en_US
pubs.publication-status	Published	en_US
pubs.start-date	2013-12-01	en_US

Abstract:

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

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/32925