Multi-stakeholder brand narratives: an analysis of the construction of artistic brands

Chloe Preece, Finola Kerrigan

Research output: Contribution to journalArticlepeer-review

29 Citations (Scopus)


In the case of visual artists, the product they create is inextricably linked to their identities, personalities and career histories in terms of how the art is produced, presented, consumed and positioned and valued in the market. Although artists’ branding initiatives are considered relevant to branding and marketing theory, identifying how these are constructed and managed and identity negotiated through this process is an area that needs further development. This research therefore uses a multi-stakeholder approach to branding theory to examine contemporary artists’ careers to understand how value is added to their ‘product’. Qualitative analysis of artists’ biographies and career histories in the London art market illustrates how value is co-constructed through relationships in a temporal manner that must be strategically managed.
Original languageEnglish
Pages (from-to)1207-1230
Number of pages23
JournalJournal of Marketing Management
Issue number11-12
Early online date7 Jan 2015
Publication statusPublished - 2015


  • artists
  • art markets
  • branding
  • stakeholder
  • brand narrative
  • biographical methods


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