By Olga Louisa Kastner

Increasingly, luxurious manufacturers sign up for forces with the humanities this present day. but, those cross-over collaborations don't represent a homogeneous process, yet develop into appear in manifold types and appearances. despite their transforming into functional relevance for the production of latest luxurious manufacturers notwithstanding, the various different types of luxurious Brand-Art Collaborations (LBACs) have remained principally unexplored thus far. Olga Louisa Kastner goals at systematizing the dominating collaborative styles among luxurious manufacturers and the humanities. She empirically derives unique kinds of LBACs, in response to methodically constructed attributes and a number of actual circumstances. ultimately, the writer describes the most features of the pointed out varieties and illustrates them by means of prototypical cases.

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89). Also, under the typological approach, the entities must neither show characteristic values for all of the attributes nor conform to the criterion of exclusivity that must be observed under the classificatory approach (Baumgarth, 2003, p. 47). Taxonomic considerations allow a choice between different approaches (Knoblich, 1972, p. ; Kolb, 1988, p. 41; Tietz, 1960, p. ): • The heuristic or the empirical approach; • The progressive or the retrograde approach. The combination of several attributes for the purposes of forming different types can be based on either purely theoretical considerations or the empirical distribution of the analysed entities in reality.

116). 3. Explanations on Luxury Brand-Art Collaborations | 31 concept of LBACs is composed of two heterogeneous partners that move back and forth between commercial and artistic spheres (Klanten/Ehmann/Sinofzik, 2012, p. 9). (4) Cause-related marketing: Cause-related marketing (CRM) is defined as “the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives” (Varadarajan/Menon, 1988, p.

4) Cause-related marketing: Cause-related marketing (CRM) is defined as “the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives” (Varadarajan/Menon, 1988, p. 60). Since the sponsoring of an art museum or the awarding of an art prize, which constitute today popular practices in the context of luxury branding and are covered by the above definition of LBACs, may be misleadingly qualified as cause-related, with the supported art institution or artist being the cause, demarcating the notion of LBACs from that of CRM appears indispensable.

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