| Summary: | 碩士 === 國立高雄師範大學 === 美術學系 === 101 === Accompanying with the development of consumer culture, everyday life is becoming more aestheticized; sign value and brand meaning have influenced and shaped modern consumer behavior. In the modern consumer society, art is striving to find a new way out: through brand artists, art can gain more visibility and more widely spread its viewpoints; through Brand Image renewal, a brand can infuse artistic elements and vitality into brand design to promote its international image and status; through symbolic consumer mindset, consumers can satisfy the feeling of showing off and shape personal style, taste, and status.
This study utilizes consumer culture theory and brand equity theory in marketing management, through examining the cooperation plan between Louis Vuitton and Yayoi Kusama, to discuss the shift of consumer culture and its impact on the construction of brand equity and understand the interaction between art, business strategy, and consumers.
In summary, this study aims to investigate the following aspects:
1. The effect of consumer culture, the aestheticization of everyday life, and the shift of the art market on consumers;
2. The backgrounds of Louis Vuitton and Yayoi Kusama and the promotional strategy of the cooperation plan—Infinity Kusama and the characteristics of the product to discover the reasons behind the cooperation and the anticipated outcomes;
3. The influence of consumers on Louis Vuitton and the roles of brands and artists in the commercialization of art.
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