Art Infusion in Fashion Product: The influence of Visual Art on Product Evaluation and Purchase Intention of Consumers

This research focuses on the influence of visual art only in fashion goods with unknown brand and sees if art infusion led to enhancement of brand image. Also, this paper would like to know if enhanced brand image through art infusion can have positive effect on purchase intention. The results of this study are summarized as follows; Luxury perception differs depending on the presence of art. Brand image fit also differs depending on the presence of art. Also, Art line and Logo line had more positive product evaluation than Nonart line. The study revealed that higher luxury perception leads to more positive product evaluation. However, higher brand image fit did not lead to more positive product evaluation. When participants had positive product evaluation, it was more likely to have higher purchase intention. In this study, familiarity of art had no influence on product evaluation. Moreover, participants chose art line the most favorable line following logo line and nonart line. Participants picked handkerchief and bag as the most preferable product in all line. Also, they picked cap as the most unfavorable product in all line.