SIGNATURE WORK
CONFERENCE & EXHIBITION 2023

This study investigates how luxury brands use commercial art exhibitions as a tool to promote their brands, and the impact of commercial art exhibitions on Chinese consumers’ behavior and perceptions. The paper uses a combination of literature review and empirical research, including surveys and interviews with Chinese consumers. This study finds that the average consumer does not deliberately distinguish between the nature of commercial activities, and that commercial exhibitions are often considered equivalent to marketing activities. In addition, commercial exhibitions are seen as more lucrative, interactive and accessible than traditional art exhibitions. Finally, commercial art exhibitions themselves have little impact on consumers’ brand perceptions, and while it may enhance consumers’ brand perceptions, purchase decisions still largely depend on the product itself.

This paper argues that luxury brands can strengthen the experiential marketing brought by commercial art exhibitions. At the same time, commercial art exhibitions should be organized for PR and brand promotion, not for direct sales. Luxury brands should use their exhibitions to try to tell a good story. The findings of this paper provide rich insights for luxury brands seeking to use commercial art exhibitions as a marketing tool in China.