Victoria L. Rodner
The brand‐wagon: emerging art markets and the Venice Biennale
Rodner, Victoria L.; Omar, Maktoba; Thomson, Elaine
Abstract
Purpose
– The purpose of this paper is to investigate whether and how participating in a branded Biennale (Venice) may legitimate and promote selected artists from the emerging markets of Venezuela and Thailand alongside art market leaders.
Design/methodology/approach
– Research was conducted at the 53rd International Art Biennale in Venice, Italy, in June 2009. Underpinned by a constructivist approach, qualitative data were collected via participant observation, illustrative photography and semi‐structured interviews (average interview time 55 minutes) with curators and participating artists from two emerging markets: Venezuela and Thailand.
Findings
– This research indicates that merely attending the Venice Biennale does not mean automatic branding for success: each artist's signature style must stand out within its cultural context for the branding effect to succeed. The conclusion compares and contrasts the effective relationship between identification and success for the two emerging economies within the world‐leader arts event in Venice.
Originality/value
– This study contributes to the growing body of knowledge on arts management and events management, focusing on the until now unexplored area of contemporary arts marketing for the emerging economies of Venezuela and Thailand. The paper may aid emerging market art professionals in their strategy and planning to better benefit from the Venice Biennale's branding opportunity, as well as guiding scholarly research to a better understanding of the area.
Citation
Rodner, V. L., Omar, M., & Thomson, E. (2011). The brand‐wagon: emerging art markets and the Venice Biennale. Marketing Intelligence and Planning, 29(3), 319-336. https://doi.org/10.1108/02634501111129275
Journal Article Type | Article |
---|---|
Publication Date | May 10, 2011 |
Deposit Date | Jun 8, 2015 |
Publicly Available Date | Jun 8, 2015 |
Journal | Marketing Intelligence & Planning |
Print ISSN | 0263-4503 |
Publisher | Emerald |
Peer Reviewed | Peer Reviewed |
Volume | 29 |
Issue | 3 |
Pages | 319-336 |
DOI | https://doi.org/10.1108/02634501111129275 |
Keywords | Innovation; Brands; Arts; Italy; Venezuela; Thailand |
Public URL | http://researchrepository.napier.ac.uk/id/eprint/8586 |
Contract Date | Jun 8, 2015 |
Files
The_Brand-wagon.doc
(88 Kb)
Document
Publisher Licence URL
http://creativecommons.org/licenses/by-nc/4.0/
You might also like
Using food labels to evaluate the practice of nudging in a social marketing context
(2016)
Journal Article
The art machine: dynamics of a value generating mechanism for contemporary art
(2013)
Journal Article
Downloadable Citations
About Edinburgh Napier Research Repository
Administrator e-mail: repository@napier.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2025
Advanced Search