An Abstraction Theory in Marketing: Examining the Relationship between the Effectiveness of Art and Heritage Marketing Dimensions and Customer Value
Keywords:Abstraction, Art, Heritage, Customer Value, Marketing, Museums, Exhibits, Galleries
This research is attempting to find a new realm contributing to the current marketing practices through proposing a new method of marketing of art and heritage artefacts. This research tries to find a hint of a new angle through marketing practices on the relationship among abstraction, art and heritage marketing and customer value in art museums, galleries and exhibitions in Egypt.
This research aims at gaining insight into the abstract marketing themes for a better use of the best marketing practices at museums, illuminating the way for other researchers to establish additional studies that look deeply into the relationships among abstraction theory, art & heritage dimensions and customer value.
This research uses a quantitative research design beside a qualitative exploratory study for a clearer overview of the way art museums; galleries and exhibitions customers in Egypt view the provided service, through the use of an in-depth interview. The research develops and tests a conceptual model through quantitative analysis, using a self-administrated questionnaire of eight hundred copies distributed to art and heritage customers at some different art museums; galleries and exhibitions in greater Cairo and Alexandria. 320 questionnaire copies have been collected through a non-probability snowball sampling and convenience sample technique. The statistical analysis for the data, using SPSS and Path Analysis through AMOS have proved that there are positive correlations among the study variables, proving that abstraction has a significant positive impact on art and heritage marketing dimensions and that art and heritage marketing dimensions have a significant positive impact on customer value.
Althuizen, N., & Sgourev, S. V. 2014. Pièces de résistance? Core and casual consumers' valuations of aesthetically incongruent artworks. Psychology & Marketing, 31(8), pp. 604–614.
Bernstein, C., 2013. Disfiguring Abstraction. Critical Inquiry, 39(3), pp. 486-497.
Boorsma, M. 2006, A strategic logic for arts marketing: Integrating customer value and artistic objectives, International Journal of Cultural Policy, 12(1), pp. 73–92.
Boutinot, A. Mangematin, V. Joly, I. and Ansari, S. 2016. Reputational antecedents for fame: evidence from French contemporary architecture. Organization Studies, 10, pp. 1-44
Breathnach, T., 2006. Looking for the real me: Locating the self in heritage tourism. Journal of Heritage Tourism, 1(2), pp. 100-120.
Brida, J.G., Meleddu, M. and Pulina, M., 2016. Understanding museum visitors’ experience: a comparative study. Journal of Cultural Heritage Management and Sustainable Development, 6(1), pp. 47-71
Bullot, N., 2009. Material anamnesis and the prompting of aesthetic worlds: The psycho-historical theory of artworks. Journal of Consciousness Studies, 16(1), pp. 85-109.
Bullot, N.J. and Reber, R., 2013. The artful mind meets art history: Toward a psycho-historical framework for the science of art appreciation. Behavioral and brain sciences, 36(2), pp. 123-137.
Central Agency for Public Mobilization and Statistics (CAPMAS), 2018a, Egypt in Figures 2018, CAPMAS Print, March issue, pp.195
Central Agency for Public Mobilization and Statistics (CAPMAS), 2018b, Statistical Yearbook-Culture & Information, CAPMAS Print, 109, Chapter 14
Chan, J.K. 2009, The consumption of museum service experiences: benefits and value of museum experiences, Journal of Hospitality Marketing & Management, 18(2/3), pp. 173-196.
Creswell, J. W., 2012. "Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research" 4th ed, Boylston Street, Boston: Pearson Education, Inc.
Crosby, L.A. and Johnson, S.L. 2007. Experience required, Marketing Management, 16(4), pp. 21-28.
Dann, S., 2011. The marketing mix matrix. In Academy of Marketing Conference, pp. 1-6.
De Miguel Molina, M., de Miguel Molina, B., Santamarina Campos, V. and del Val Segarra Oña, M., 2016. Intangible Heritage and Gastronomy: The Impact of UNESCO Gastronomy Elements. Journal of Culinary Science & Technology, 14(4), pp. 293-310
Dev, S and Schultz, D., 2005, Simply Siva, Marketing Management, 14(2), pp. 36-42
Di Pietro, L., Guglielmetti Mugion, R., Mattia, G., & Renzi, M. F. (2015). "Cultural heritage and consumer behaviour: A survey on Italian cultural visitors." Journal of Cultural Heritage Management and Sustainable Development, 5(1), pp. 61–81.
Ding, J.F., Shyu, W.H., Yeh, C.T., Ting, P.H., Ting, C.T., Lin, C.P., Chou, C.C. and Wu, S.S., 2016. Assessing customer value for express service providers: An empirical study from shippers’ perspective in Taiwan. Journal of Air Transport Management, 55, pp.203-212.
Essam, R., Kortam, W. and Tarek, A., 2018. An abstraction theory: a bravery perspective on examining effectiveness of arts and heritage marketing dimensions and customer value in art museums, exhibits and galleries in Egypt. Journal of Marketing Development and Competitiveness, 12(4), pp.38-44.
Field, A., 2009. Discovering Statistics Using SPSS, 3rd ed. SAGE Publications, London.
Fillis, I., 2009. An evaluation of artistic influences on marketing theory and practice. Marketing Intelligence & Planning, 27(6), pp. 753-774.
Fillis, I. 2010. “The tension between artistic and market orientation in visual art”, in O’Reilly, D. and Kerrigan, F. (Eds), Marketing the Arts: A Fresh Approach, Routledge, London and New York, NY, pp. 31-39.
Fillis, I., 2011. The evolution and development of arts marketing research. Arts Marketing: An International Journal, 1(1), pp.11-25.
Freitas, A. L., Gollwitzer, P., & Trope, Y. 2004. The influence of abstract and concrete mindsets on anticipating and guiding others’ self-regulatory efforts. Journal of Experimental Social Psychology, 40, pp. 739–752.
Fróis, J.P. and Silva, C., 2014. A research into meaning making strategies in encounters with artworks. Empirical Studies of the Arts, 32(1), pp. 43-73.
Gortais, B., 2003. Abstraction and art. Philosophical Transactions of the Royal Society of London B: Biological Sciences, 358(1435), pp. 1241-1249.
Gronroos, C. 2006. Adopting a service logic for marketing, Marketing Theory, 6(3), pp. 317-333.
Grönroos, C., 2011. Value co-creation in service logic: a critical analysis. Market Theory 11(3), pp. 279–301.
Hair, J. F., Babin, B. J., Black, W. C., and Anderson, R. E., 2014. "Multivariate Data Analysis" Edinburgh Gate, Harlow: Pearson Education Limited, Inc.
Hoegg, J., Alba, J. W., & Dahl, D. W. 2010. The good, the bad, and the ugly: Influence of aesthetics on product feature judgments. Journal of Consumer Psychology, 20(4), pp. 419–430.
Holbrook, M.B. 2006, Consumption experience, customer value, and subjective personal introspection: an illustrative photographic essay, Journal of Business Research, 59(6), pp. 714-725.
Hølleland, H., Skrede, J. and Holmgaard, S.B., 2017. Cultural Heritage and Ecosystem Services: A Literature Review. Conservation and ManageMent of arChaeologiCal sites, 19(3), pp. 210-237.
Hsiao, C.H., Chang, J.J. and Tang, K.Y., 2016. Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), pp. 342-355.
Imon, S.S., 2017. Cultural heritage management under tourism pressure. Worldwide Hospitality and Tourism Themes, (just-accepted), pp. 335-348.
Jacobsen, T. 2006. Bridging the arts and sciences: A framework for the psychology of aesthetics. Leonardo, 39(2), pp. 155-162.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research agenda. Journal of Service Theory and Practice, 27(3), pp. 642-662.
Jakesch, M., & Leder, H. 2009. Finding meaning in art: Preferred levels of ambiguity in art appreciation. Quarterly Journal of Experimental Psychology: Human Experimental Psychology, 62(11), pp. 2105–2112.
Johnston, R. and Kong, X. 2011. The customer experience: a road-map for improvement, Managing Service Quality, 21(1), pp. 5-24.
Joy, A., & Sherry, J. F. 2003. Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of Consumer Research, 30(2), pp. 259–282.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 30(1), pp. 21-56.
Kerrigan, F., Fraser, P. and Ozbilgin, M. 2004. "Arts Marketing", Butterworth -Heinemann, London
Kim, C., Galliers, R.D., Shin, N., Ryoo, J.H. and Kim, J., 2012. Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), pp. 374-387.
Kim, D. and Kim, S.H., 2018. Art Beyond Art’s Sake: The Influence of Artistic Cues on Prosocial Choice. Empirical Studies of the Arts, 36(1), pp. 22-40.
Kim, H.W., Gupta, S. and Koh, J., 2011. Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), pp. 228-234.
Kotler, P., 2013. Marketing Management: an Asian Perspective, sixth ed. Prentice- Hall, Singapore
La Rocca, A., Snehota, I., 2014. Value creation and organisational practices at firm boundaries. Manag. Decis. 52(1), pp. 2–17.
Lah, L., 2001. From architectural conservation, renewal and rehabilitation to integral heritage protection (theoretical and conceptual starting points). Urbani izziv, 12(1), pp. 129-137.
Lange, D., Lee, P.M. and Dai, Y., 2011. Organizational reputation: A review. Journal of management, 37(1), pp. 153-184.
Leder, H., Belke, B., Oeberst, A., & Augustin, D. 2004. A model of aesthetic appreciation and aesthetic judgments. British Journal of Psychology, 95, pp. 489-508.
Leder, H., Carbon, C. C., & Ripsas, A. 2006. Entitling arts: Influence of title information on understanding and appreciation of paintings. Acta Psychologica, 121, pp. 176–198.
Lee, H.K., 2005. When arts met marketing. International journal of cultural policy, 11(3), pp.289-305.
Lehman, K., Wickham, M. and Fillis, I., 2016. Conceptualising the Symbolic Product: An Arts and Cultural Marketing Imperative. Academy of Taiwan Business Management Review, 14(1), pp.84-92
Lenzerini, F. 2011. Intangible cultural heritage: The living culture of peoples. The European Journal of International Law, 22(1), pp. 101–120.
Lindell, A. K., & Mueller, J. 2011. Can science account for taste? Psychological insights into art appreciation. Journal of Cognitive Psychology, 23(4), pp. 453–475.
Lindic, J., da Silva, C.M., 2011. Value proposition as a catalyst for a customer focused innovation. Manag. Decis. 49(10), pp. 1694–1708.
Long, R.T., 2006. Realism and abstraction in economics: Aristotle and Mises versus Friedman. Quarterly Journal of Austrian Economics, 9(3), pp.3-23.
Madu, B. C. Akobi, T. O, 2014. A Path Analysis of Parental Socio-Economic Status and Home Education Environment on Students’ Academic Achievement in the Secondary Schools in Benue State, Nigeria, International Journal of Humanities and Social Science, 4(10), pp. 116-124
Makkonen, M. and Sundqvist-Andberg, H., 2017. Customer value creation in B2B relationships: Sawn timber value chain perspective. Journal of Forest Economics, 29, pp.94-106.
Malkoc, S. A., Zauberman, G., & Bettman, J. R. 2010. Unstuck from the concrete: Carryover effects of abstract mindsets in intertemporal preferences. Organizational Behavior and Human Decision Processes, 113, 112–126.
Mar, R.A. and Oatley, K., 2008. The function of fiction is the abstraction and simulation of social experience. Perspectives on psychological science, 3(3), pp.173 192.
McDonald, H., 2011. Understanding the antecedents to public interest and engagement with heritage. European Journal of Marketing, 45(5), pp.780-804.
McGinnis, J. 2006. Making abstraction less abstract: the logical, psychological, and metaphysical dimensions of Avicenna’s theory of abstraction. In Proceedings of the American Catholic Philosophical Association, 80, pp. 169-183.
Meyer, C. and Schwager, A. 2007. Understanding customer experience, Harvard Business Review, 85(2), p. 116.
Ministry of Culture, 2016, Fine Arts, viewed 10 January 2017, http://www.ecm.gov.eg/ar/affiliates-list/
Mishina, Y., Block, E.S. and Mannor, M.J., 2012. The path dependence of organizational reputation: How social judgment influences assessments of capability and character. Strategic management journal, 33(5), pp.459-477.
Mitali, B. and Ingram, P.L., 2018. Fame as an Illusion of Creativity: Evidence from the Pioneers of Abstract Art. HEC Paris Research Paper, 1305, pp. 1-46.
Mostaghimi, M., Akhlagh, E.M. and Danesh, S.H.S., 2017. An Investigation of the Effects of Customer’s Expectations and Perceived Quality on Customer’s Loyalty with the Mediating Role of the Perceived Value and Customer’s Satisfaction. Journal of History Culture and Art Research, 5(4), pp.593-602.
Naletelich, K. and Paswan, A.K., 2017. Art infusion in retailing: The effect of art genres. Journal of Business Research, 85, pp.514-522.
O’Reilly, D. 2005. Cultural brands/branding cultures, Journal of Marketing Management, 21(5), pp. 573-88.
O'Reilly, D., Doherty, K., Carnegie, E. and Larson, G., 2017. Cultural Memory and the Heritagisation of a Music Consumption Community. Arts and the Market, 7(2), pp.174-190
Özer Sari, F. and Nazki, M., 2018. Sustaining Cultural Heritage by Means of Museums in an Ever-Changing World. Gaziantep University Journal of Social Sciences, 17(1), pp.1-14.
Papista, E., Chrysochou, P., Krystallis, A. and Dimitriadis, S., 2018. Types of value and cost in consumer–green brands relationship and loyalty behaviour. Journal of Consumer Behaviour, 17(1), pp. 101-113.
Perrea, T., Krystallis, A., Engelgreen, C. and Chrysochou, P., 2017. Much too new to eat it? Customer value and its impact on consumer-product relationship in the context of novel food products. Journal of Product & Brand Management, 26(6), pp.616-630.
Petronela, T., 2016. The importance of the intangible cultural heritage in the economy. Procedia Economics and Finance, 39, pp.731-736.
Ponsignon, F., Durrieu, F. and Bouzdine-Chameeva, T., 2017. Customer experience design: a case study in the cultural sector. Journal of Service Management, 28(4), pp.763-787.
Poria, Y., Butler, R. and Airey, D., 2003. The core of heritage tourism. Annals of tourism research, 30(1), pp.238-254.
Rodner, V.L. and Thomson, E. 2013, The art machine: dynamics of a value-generating mechanism for contemporary art, Arts Marketing – An International Journal, 3(1), pp. 58-72.
Rodner, V.L. and Kerrigan, F., 2014. The art of branding− lessons from visual artists. Arts Marketing: An International Journal, 4(1/2), pp.101-118.
Roig, J. C. F., García, J. S., and Tena, M. Á. M. 2009. Perceived value and customer loyalty in financial services The Service Industries Journal, 29(6), pp. 775-789
Saitta, L. and Zucker, J.D., 2001. A model of abstraction in visual perception. Applied Artificial Intelligence, 15(8), pp.761-776.
Sanchez, J. Callarisa, L. Rodrıguez, R, M and Moliner, M, A. 2006, Perceived value of the purchase of a tourism product, Journal of Tourism Management, 27(3), pp. 394–409
Schroeder, J.E. 2005, The artist and the brand, European Journal of Marketing, 39(11/12), pp. 1291-1305.
Schroeder, J.E. 2010, “The artist in brand culture”, in O’Reilly, D. and Kerrigan, F. (Eds), Marketing the Arts – A Fresh Approach, Routledge, London, pp. 18-30.
Sector of Fine Arts, 2016, Artistic Museums, Available: http://www.fineart.gov.eg/arb/musem/Musem.asp?IDS=1 (Accessed 2017, January 12)
Shivhare, R. and Kumar, C.A., 2016. On the cognitive process of abstraction. Procedia Computer Science, 89, pp. 243-252.
Silvia, P. J. 2005a. Cognitive appraisals and interest in visual art: Exploring an appraisal theory of aesthetic emotions. Empirical Studies of the Arts, 23(2), pp. 119 133.
Silvia, P. J. 2005b. Emotional responses to art: From collation and arousal to cognition and emotion. Review of General Psychology, 9, pp. 342–357.
Spennemann, D.H. and Graham, K., 2007. The importance of heritage preservation in natural disaster situations. International Journal of Risk Assessment and Management, 7(6/7), pp. 993-1001.
State Information Service (SIS), 2017, Museums, Available: http://www.sis.gov.eg/section/415/515?lang=en-us (Accessed: 2017, January 12)
Stevens, J. P. 2002. "Applied multivariate statistics for the social sciences" 4th ed, Hillsdale, NJ: Erlbaum.
Stronza, A., 2008. Through a new mirror: Reflections on tourism and identity in the Amazon. Human Organization, 67(3), pp.244-257.
Supreme Council of Antiquities (SCA), (N/A) List of Museums, Available: http://www.sca-egypt.org/eng/mus_list.htm (Accessed: 2017, January 10)
Sweeney, C.J. and Soutar, N.G. 2001, Consumer perceived value: the development of a multiple item scale, Journal of Retailing, 77(2), pp. 203-220.
Tigu, G., Tuclea, C.E., Vrânceanu, D.M. and Vasile, D.C., 2014. The social responsibility of retailers through the eyes of students of a commerce faculty-a qualitative approach. Amfiteatru Economic, 16(35), p. 73-87.
Tussyadiah, I.P. 2014, Toward a theoretical foundation for experience design in tourism, Journal of Travel Research, 53(5), pp. 543-564.
UNESCO. 2016, What is meant by "cultural heritage"? Viewed 17 April 2019, http://www.unesco.org/new/en/culture/themes/illicit-trafficking-of-cultural-property/unesco-database-of-national-cultural-heritage-laws/frequently-asked-questions/definition-of-the-cultural-heritage/
Van de Rijt, A., Shor, E., Ward, C. and Skiena, S., 2013. Only 15 minutes? The social stratification of fame in printed media. American Sociological Review, 78(2), pp. 266 289.
Vandenbosch, M., Dawar, N., 2002. Beyond better products: capturing value in customer interactions. MIT Sloan Manag. Rev. 43(4), pp. 35–42.
Vargo, S.L. and Lusch, R.F., 2008a. From goods to service (s): Divergences and convergences of logics. Industrial marketing management, 37(3), pp. 254-259.
Vargo, S.L. and Lusch, R.F., 2008b. Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36(1), pp. 1-10.
Woodruff, R.B., 1997. Customer value: the next source for competitive advantage. J.Acad. Market. Sci. 25(2), pp. 139–153.
Xue, L., Kerstetter, D. and Hunt, C., 2017. Tourism development and changing rural identity in China. Annals of Tourism Research, 66, pp. 170-182.
Yang, Z., Peterson, R.T., 2004. Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychol. Marketing 10(21), pp. 799–822.
Zbuchea, A., 2015. Museums as theme parks-a possible marketing approach?. Management Dynamics in the Knowledge Economy, 3(3), p.483.
Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), pp. 2-22.
How to Cite
Copyright (c) 2022 Reem Essam
This work is licensed under a Creative Commons Attribution 4.0 International License.