Interplay of artification and experiential aspects of luxury brands

Abstract

This study explores the intersection of artification and experiential aspects in luxury branding, focusing on how consumers perceive, interpret, and emotionally engage with artified luxury products. Using qualitative interviews and netnographic data, it investigates the psychological, social, and cultural dynamics influencing these perceptions. Key findings reveal that artification is seen as a multidimensional process—shaping identity, storytelling, emotional connection, and sensory experience. Consumers favor brands that align with cultural authenticity, narrative depth, and artistic credibility. The research contributes to luxury brand theory by integrating consumer psychology with cultural perspectives and offers strategic guidance for managers seeking to artify their brand experiences meaningfully.