| Titre : |
How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? |
| Type de document : |
Mémoire |
| Auteurs : |
Perrine GARDIEN, Auteur |
| Année de publication : |
2022 |
| Importance : |
40 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CONSOMMATION ; FONDATION ; IMAGE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; RELATION
|
| Résumé : |
Over the past twenty years, the State has encouraged the development of philanthropy by reforming the regulatory framework for sponsorship and the taxation of donations. The number of foundations has risen sharply, and philanthropy has benefited from greater public visibility. Philanthropy was seen as a complement, or even a useful and modern substitute for public funding. Strongly involved in the construction of a fair and harmonious society, these foundations have multiple fields of action: culture, heritage, environment, social etc. Faced with a globalised luxury industry, the major houses have attempted to promote their image by distinguishing themselves through this tremendous lever. However, in recent years, the tone seems to have changed and criticisms of these hybrid institutions created by luxury houses and other large companies are growing. Due to the numerous commercial collaborations between art and luxury, the phenomenon of artification has become very popular and is applicable to all areas of luxury: merchandising, marketing, products, advertising, but also corporate foundations which are linked to artistic initiatives, and which are now at the heart of the sponsorship strategies of luxury brands. This sponsorship is defined as material support given, without direct counterpart on the part of the beneficiary, to an organisation or a person for the realisation of activities of general interest, which is notably part of the CSR strategies of companies. This raises the question of how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations? From the literature we can see that the luxury industry has provided several subsidies to the art industry, including helping many artists to work through collaborations or by exhibiting their work. Art can provide much-needed moral and aesthetic support for luxury companies, but also non-commercial connotations and a paradoxical legitimacy in relation to its high prices. On the other hand, luxury brings a new look to art, modernising it and making it accessible to everyone through large cultural and artistic institutions that have already promoted many artists. Artification helps this sector to minimise the motivation of social stratification of customer demand which favours more humanistic motivations such as elevation through objects that focus the work of talented artists, tradition and culture, art and creativity and timelessness (Kapferer, 2014). The motivations to carry out cultural and artistic patronage mentioned by the literature would allow luxury brands that are patrons of these projects to enjoy economic benefits, improve their images but also prove their commitments related to corporate social responsibility. However, according to the literature, luxury and CSR are totally incompatible concepts due to the incongruity of their values (Torelli et al, 2012) and corporate foundations may appear illegitimate, luxury brands run the risk of being suspected of being opportunistic and insincere (Anido Freire, Loussaïef, 2017). Consumers are therefore increasingly attentive and may perceive certain artistic initiatives as a way to improve the public image of the companies concerned. Unfortunately, there is very little research on the perceptions of the visitors and clients of these foundations, who are among the major actors in these projects. Therefore, in this essay, we decided to turn directly to the consumers and visitors of these luxury foundations in order to find out their perceptions of the commitments and legitimacy of these art foundations compared to other cultural institutions that are not commercial companies. Therefore, in this research paper, we want to investigate how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations. This research will first identify the role of moral foundations and the benefits of investing in corporate philanthropy. It will also allow us to determine the authenticity of brand commitments, how to overcome the value conflict in the promotion of luxury brands with CSR initiatives as well as to determine under which conditions the brand initiative appears legitimate in the eyes of the consumer. Finally, this research will enable us to determine whether the art-luxury relationship and more precisely the artistic foundations have an impact on the luxury consumption of its visitors or at least an impact on their perception of the brand involved. |
| Programme : |
MSc Luxury Marketing |
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