Collectors as consumers of works of fine art on the art market and their motivations

The purpose of the article. Research and analysis of marketing technology algorithms by studying the motivations of collectors as consumers of fine arts products. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of collectors as consumers of works of art with the subsequent use of research results in the marketing processes of promoting works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivation of collectors as consumers in the market of fine arts and in the study of further marketing processes in the activities of collectors of works of art. The article analyzes the algorithms of marketing technologies in the analysis of motivations of collectors as consumers of the art market. The article establishes that in the marketing of fine arts it is relevant and necessary to study the behavior of collectors as consumers of works of art through the analysis of types of collectors, through the analysis of the processes of collecting works of art, through the analysis of situations of consumption of works of art. It should be noted that in the marketing of fine arts, the technologies of studying and analyzing the motivations of consumers of art markets in the promotion of works of art are purposefully and productively used. The analysis of motivations of consumers of art markets gives the chance to classify highly effective groups of consumers and admirers of works of fine arts according to their motivations. Conclusions. The article defines and analyzes the model of consumption of fine arts by Collectors, and, accordingly, describes the situations in which certain groups of individuals (consumer segments) acquire or collect works of art. It is proved that the collector's behavior in art marketing is based on three obligatory components: Individual (Collector) - Product (Work of art) - Situation (Consumption of a work of art in the art market). It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied collectors as Individuals who consume works of art, which in turn are Products presented in kind in private (or other) collections, and we have studied the situations of consumption of works of art acquired in the collection. Keywords: art market, marketing research, motivation of consumers of works of art, collectors of works of art, behavior of consumers of art market.

Creative mutual influences of contemporary St. Petersburg and Chinese artists

Конец ХХ – XXI век — период активного взаимодействия России и Китая в сфере искусства. Китайское изобразительное искусство испытало серьезное влияние русской академической школы и традиций русского реализма в целом. Современная российская живопись также обогащается элементами китайского искусства, поскольку в последние десятилетия чрезвычайно расширились культурные контакты, которые влияют на творчество отечественных художников. В петербургском искусстве происходят интересные процессы взаимодействия и взаимовлияния разных культур. Петербург становится центром пересечения Востока и Запада. Эти изменения касаются даже такой устойчивой школы, как академическая, связанной с традициями реалистического искусства. Этот феномен нуждается в изучении. Особую роль в художественном взаимообмене играет современная петербургская академическая школа. Новизна данного исследования состоит в изучении некоторых явлений китайской культурной жизни, связанных с влиянием петербургского искусства, и в выявлении взаимовлияний, которые обнаруживаются в творчестве китайских и петербургских мастеров живописи. В статье использованы методы компаративного анализа, наблюдения, интервьюирования для определения общих закономерностей развития искусства двух стран. Современные петербургские художники, представляющие академическую школу, чрезвычайно востребованы в Китае, многократно там бывали и сотрудничают на разных уровнях с представителями культурной общественности. Китайские коллекционеры и деятели искусства активно сотрудничают с художниками и разрабатывают интересные проекты. Во время пандемии в 2019–2020 годы реальные контакты между странами сократились, но переместились в виртуальное пространство, теперь многие образовательные и культурные программы проходят в дистанционном режиме. Творческие связи не ослабевают, и это дает надежду на дальнейшее развитие культурного сотрудничества на всех уровнях. The end of the 20th and the 21st century is a period of active interaction between Russia and China in the field of art. Chinese fine art has been seriously influenced by the Russian academic school and the traditions of Russian realism in general. Modern Russian painting is also enriched with elements of Chinese art, since cultural contacts that influence the art of domestic artists have expanded enormously in recent decades. Interesting processes of interaction and mutual influence of different cultures take place in Petersburg art. St. Petersburg becomes the center of the intersection of East and West. These changes concern even such a stable school as the academic one, connected with the traditions of realistic art. This phenomenon needs to be studied. A special role in the artistic interchange is played by the modern St. Petersburg academic school. The novelty of this research consists in studying some phenomena of Chinese cultural life associated with the influence of St. Petersburg art and in identifying mutual influences that are found in the works of Chinese and St. Petersburg masters of painting. The article uses methods of comparative analysis, observation, and interviewing to identify common patterns of the development of art in the two countries. Contemporary St. Petersburg artists representing the academic school are extremely in demand in China, have been there many times and cooperate at various levels with representatives of the cultural community. Chinese art-collectors and artists actively cooperate with artists and develop interesting projects. During the pandemic, real contacts between countries decreased, but moved to the virtual space. Now many educational and cultural programs are held remotely. Creative ties do not weaken and this gives hope for the further development of cultural cooperation at all levels.

Rare Objects and the Rhapsodic World of Yoruba Elite Art Collectors: Preliminary Notes

This paper is a preliminary note on the data collected during my research on archives in Nigeria in the summer of 2013. While I examined both public and private archives, I found the private archives particularly those in the cities in southwestern Nigeria to be surprisingly rich in objects that are rare, new, and sometimes with unusual subject matter. The archives belong to notable elite collectors who are the de facto shapers of the art industry in Nigeria today. Their archives are worth art-historlcal study in terms of the richness of the col­lectlon, and because the sites are the contemporary repositories of not only an­clent art but also traditional, modern and contemporary works of art. From the range and volume of the collections, the archives seem to have taken over from the government-owned museums. The shift is very interesting to study as one traces the trajectory of art acquisition and accumulation from pre-modern to modern institutions. The preliminary submission here is that Nigerian elite art collectors are lnterveners and game changers. Their intervention could be seen in two ways: First, as rescuers of disappearing cultures and by the same plat­form they are pivotal to reclamation of cultural patrimony. Secondly, as game changers and transformative agencies the elite collectors become culture bro­kers who work assiduously to stem 'culture flight' and 'heritage drain'. The plat­forms they offer grant them boasting rights as art connoisseurs and promotes the affirmation of elite power within the matrix of a post-colonial nation state.

The invigorating influence of relationship marketing on purchase intention in fine arts sector

PurposeThis study aims to determine the influence of relationship marketing on consumer behavior in the fine arts sector. Specifically, it examines the relationship marketing dynamics that significantly impact art enthusiasts' intention to purchase and their satisfaction with the artist.Design/methodology/approachThe proposed model was tested through the “structural equation modeling” technique to explain how and to what extent each variable affected purchase intention and satisfaction. Using a paper-based and online survey method to gather data, the authors analyzed 303 responses from art students, art collectors and art dealers in Mongolia. Eight hypotheses, including two mediating hypotheses, were developed and tested.FindingsThe results indicated that relationship investment and communication significantly influence trust, satisfaction and purchase intention, while trust significantly influences satisfaction and purchase intention. The study also assessed the vital role of trust as a mediator.Practical implicationsThe study's results provide insights that may help artists, art collectors and art dealers promote and improve the sales of their art products. The interactions demonstrated between the construct reveal essential implications for art marketers interested in relationship marketing strategies.Originality/valueThis study is the first to explore the application of relationship marketing in the fine arts industry.

Investigating preferences in art collecting: the case of the François Pinault Collection

This article focuses on private art collections that play a relevant role on the art market while reducing its information asymmetry. Knowledge of how art consumers such as private art collectors show preferences for specific artworks may allow to identify collecting patterns based on the preference of some artworks’ signs. Understanding these patterns is essential for evaluating the impact of art collectors on the art market. The evolution of the art market shows complex consumption systems that shape the cognition and behavior of actors such as private art collectors. Consequently, to be a key art collector and to progress as such in today’s art world implies a constant reinterpretation about what it means to consume and to collect art. This paper explores the collection of one of the most important art collectors in the world, the French tycoon François Pinault. More precisely, his background as a key collector was examined, and a number of preferences toward particular signs which connote his collected artworks were identified. All the collected artworks were observed through a descriptive data analysis of the Pinault Collection’s exhibition catalogues, published from 2006 to 2015, enforced by the statistical decision tree classifier. Results show how the Pinault Collection is shaped by collecting preferences that can be described as collecting patterns. As a preeminent collector and owner of one of the two major auction houses in the world, Pinault’s consumption preferences and decisions may impact the art market, for instance through signals and by influencing other art market players or the artists’ careers.

Kiev ex-libris school as a xylography traditions keeper in printmaking of modern Ukraine

The article is dedicated to Kiev ex-libris school role (EL) in modern Ukrainian printmaking. The loss process by a bookplate of utilitarian, applied functions and its transformation into an independent work of art, collectors' object of interest with an appreciated art value is described. The ex-libris schools formed in the first quarter of the 21st century are emphasized, the main trends of the bookplate development predominant centers are defined (Kiev, Lvov, Odessa, Luhansk). Printmaking techniques, typical for a particular ex-libris school, are marked. Kiev bookplate school, as one of the leading centers for the classical xylography traditions preservation, is underlined. The most significant masters, working in these techniques, are presented, the technological process evolution is indicated and its main reasons are emphasized. The problem of opposition between the old and new in the art of printmaking is touched upon by example of classical techniques and gathering momentum computer graphics (CGA) coexistence.