Art Infusion to Ιncrease Perceptions of Luxury: Ηow Global Brands Leverage on Acculturation to Global Consumer Culture

Luxury brands increasingly engage in art infusion in their marketing activities. While the positive outcomes these activities are linked to have been frequently discussed, the factors leading to these outcomes are not clear yet. This paper aims explore the mechanism through which positive outcomes from art infusion arise. We draw a connection to luxury brands’ perceived brand globalness and consumers’ acculturation to global consumer culture. To be specific, the indirect effect of perceived brand globalness on purchase intention through the serial mediation role of acculturation to global consumer culture and perceived luxuriousness is examined. A cross-sectional study was designed and a survey with a sample of 125 luxury consumers was launched, while the results confirmed our hypothesis. The study adds to the literature by explaining how acculturation to global consumer culture is linked to art infusion for luxury brands. Managerial implications and limitations are discussed.