Marta (Hrsg.) Massi

The Artification of Luxury Fashion Brands

Synergies, Contaminations, and Hybridizations

Buch

Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, provid… Mehr

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Produktdetails

Weitere Autoren: Turrini, Alex (Hrsg.) / Kapferer, Jean-Noël (Vorb.)

ISBN: 978-3-030-26120-7
EAN: 9783030261207
Produktnummer: 31955146
Verlag: Springer Nature EN
Sprache: Englisch
Erscheinungsjahr: 2020
Seitenangabe: 166 S.
Masse: H21.0 cm x B14.8 cm 0 g
Auflage: 1st ed. 2020
Abbildungen: Farb., s/w. Abb.
Sonstiges: Research

Über den Autor

Marta Massi is Lecturer of Marketing at McGill University, Canada. She has previously served as Assistant Professor of Marketing at Università Cattolica del Sacro Cuore, Italy and a visiting scholar at Deakin University, Australia. Her research interests include branding and arts and culture marketing. Her work has been published in national and international journals, including Journal of Global Marketing, Journal of Consumer Affairs and International Journal of Technology Management.Alex Turrini is Associate Professor of Arts Management and Cultural Policy at Bocconi University, Italy. He has been Director of the SMU Meadows Division of Arts Management and Arts Entrepreneurship as well as visiting professor of Arts Management and Cultural Policy at SMU Meadows and Cox School of Business, USA. He carried forward several research, training and consulting projects with different national and international public sector organizations involved in the arts. His research activities center on public policies and management in the arts and cultural sector, arts collecting behavior and inter-organizational networks in the arts.