The artification of branding: how art in campaigns affects consumer engagement and purchase intention. An experimental study on the mediating role of groundedness and the moderating effect of aesthetic sensitivity

This thesis investigates artification, the integration of artistic elements into brand communication, and its effects on consumer responses. Prior studies highlight that art enhances brand value but often treat it as a uniform construct. This research compares traditional versus modern artistic styles in campaigns, testing their impact on consumer engagement and purchase intention. Brand groundedness, the perception of a brand as rooted in culture, history, and place, is modeled as a mediator, while aesthetic sensitivity, the individual tendency to notice and value artistic qualities, is examined as a moderator. A between-subjects experiment exposed 219 participants to AI-generated advertising campaigns for a fictitious coffee brand across three conditions: no art, traditional art, and modern art. Results show that campaigns featuring art significantly outperformed the no-art control in both engagement and purchase intention. However, traditional and modern art did not differ directly in effectiveness. Instead, groundedness fully mediated the effects: artistic cues increased perceptions of authenticity and rootedness, which in turn drove stronger outcomes. Aesthetic sensitivity further moderated the process, amplifying the engagement advantage of art versus no art. Qualitative insights reinforced these findings. The findings of the study contribute theoretically by extending groundedness into the visual domain and clarifying symbolic mechanisms linking art and consumer behavior. Managerially, they show that artification is not mere decoration but a strategic branding tool for fostering cultural resonance, trust, and intent: traditional art best conveys authenticity, modern art emphasizes innovation, and both can foster engagement and purchase when aligned with brand goals and identity.