Business Commons^™

명화(名畵)에서 유발된 감정이 차용된 제품과 제품속성 평가에 미치는 영향, Han Ku Kim, Bo Hee Jung, Wu Jin Chu

Asia Marketing Journal

In recent years, a new way of differentiating product design has emerged ― better known as ``masterpiece marketing,`` this is a strategy where famous art pieces are borrowed on to product designs. Because the recent trends of well-being and LOHAS have encouraged the consumers` desires to enjoy culture and live a more opulent lifestyle, famous and notable paintings have grown to be more of "approachable masterpieces" to the public. As a strategy intended to develop a new consumerism, while still prioritizing customers` values and their satisfaction, companies have been drawn to this new type of marketing. The current consumption society …