Abstract
This chapter is dedicated to the explanation of two main communication activities which, as evidenced by the literature, can benefit the most from an interaction with the art world: advertising and (art) sponsorship.
The case study dedicated to the luxury brand Gucci shows how it is possible to rejuvenate and reinforce the power of the brand via the implementation of new and old forms of communication realized in collaboration with artists.
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Notes
- 1.
The author recasts the relationship of sponsorship within the paradigm of marketing relationship strategy. This line of study which mainly connects the IMP group (Håkansson & Snehota, 1995), states that transactions between the two entities are not isolated events but part of complex business networks demanding a series of skills and abilities to be managed (Ritter, Wilkinson, & Johnston, 2004).
- 2.
The Henley Festival in partnership with major sponsors and partners, see http://www.henley-festival.co.uk/, (access April 04, 2020).
- 3.
i.e. British Petroleum art award https://www.npg.org.uk/whatson/bp-portrait-award-2020/exhibition/ (last accessed April 04, 2020).
- 4.
The entertaining of clients by companies in order to promote business, especially at sporting or other public events (oxforddictionaries.com, last accessed August 23, 2015).
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Masè, S. (2020). Art and Communication. In: Art and Business. International Series in Advanced Management Studies. Springer, Cham. https://doi.org/10.1007/978-3-030-51769-4_6
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