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Customer Behavior in the Art Market
Mičková, Markéta ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
The thesis deals with the motivation of subjects of demand to purchase works of art. The first part of the thesis deals with the theoretical starting points of consumer behaviour as well as the environment of the art market. The second half of the thesis deals with the analysis of the results from the questionnaire survey, through which I define individual customer segments. At the end of the thesis, I make recommendations based on the results from the analysis. The aim of the bachelor s thesis „Consumer behaviour in the field of art“ is to characterize customers/consumers in the art market and recommend how best to communicate with them and reach them, based on the analysis of demand to purchase works of art.
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Brand building in art: Case study Damien Hirst
Mai, Binh Thanh ; Ježková, Tereza (advisor) ; Konrádová, Marcela (referee)
Budování značky v umění: Případová studie Damien Hirst Bakalářská práce Autor práce: Binh Thanh Mai Studijní program: Mediální a komunikační studia Vedoucí práce: Mgr. Tereza Ježková, Ph.D. Rok obhajoby: 2023 Abstract This bachelor's thesis explores the phenomenon of personal branding and its application in the art industry, specifically focusing on Damien Hirst's personal brand. The theoretical section defines terms related to the practical part of the work, describing the branding mechanism and the process of creating personal brands in the world of art. Additionally, the most prominent branded galleries, museums, and auction houses are identified. The second section of the thesis conducts a content analysis of various information sources detailing Hirst's life, personality, and work, with the objective of describing the perception and development of the artist's personal brand. The study highlights Hirst's ability to leverage opportunities for building his brand, thanks to his understanding of the art market and consumer society. Hirst also recognized the importance of self-promotion through the media, which he frequently utilized to enhance his brand. Furthermore, the work examines Hirst's role as a brand manager who aimed to shock and attract attention. The thesis seeks to provide insights into the...
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I Am The One Who's Gonna Steal Your Job
Ilič, Risto ; Houser, Milan (referee) ; Mazanec, Martin (advisor)
The diploma thesis I Am The One Who's Gonna Steal Your Job deals with the transitional period in the life of a young artist who dreams of career realization in his field. He thinks about how to achieve this when he realizes that even a less established painters can often sell their paintings for thousands of czech crowns, because paintings can be easily commodified and, as a result, placed in the interior. He thus decides to leave his area of practice and tries to get into the market with traditional artistic media with the help of artificial intelligence and marketing. He doesn't go far for visual inspiration, as he tries to recycle and distort photos (so-called visual smog) of a corner store on the other side of the street. The thesis deals with the issue of the emergence of artificial intelligence in the field of visual arts and with the eternal question of the ethics of the authorship of a work of art and its authenticity. It also deals with the question of the employment of art school graduates. Therefore, the work does not only provide a subversive analysis of the art market but also a reflection of the position of the artist participating in this market.
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Wilhelm von Bode and the International Art Market: the Unpublished Correspondence with Rudolphe Kann and Joseph Duveen
Watrelot, Michaela ; Zlatohlávek, Martin (advisor) ; Winter, Petra (referee) ; Vlnas, Vít (referee)
Wilhelm von Bode and the International Art Market: the Unpublished Correspondence with Rudolphe Kann and Joseph Duveen This dissertation explores changing trends in the European and American art market in the late 19th and beginning of the 20th Centuries, in particular their influences, presented from the perspective of Wilhelm von Bode, renowned connoisseur and, at the time, director general of the Berlin Museums and explored predominantly through his relationship with the private collector Rudolphe Kann and art dealer Joseph Duveen. At the time, the collection of Rudolphe Kann was considered to be one of the most refined among the European private collections, yet it hasn't received much attention by contemporary scholars. This dissertation therefore offers the most systematic review of Kann's collection since 1907, the year when Bode compiled the revised catalogue. Wilhelm Bode was actively involved in building the Kann collection, as shown by the extensive numbers of private, previously unpublished, correspondence, which provided the foundation of this research. After the dealer Joseph Duveen bought the entire art collection of this prominent Parisian collector in the summer 1907 and subsequently sold almost all of the artworks to American collectors, the competitiveness of European private...
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Customer Behavior in the Art Market
Mičková, Markéta ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
The thesis deals with the motivation of subjects of demand to purchase works of art. The first part of the thesis deals with the theoretical starting points of consumer behaviour as well as the environment of the art market. The second half of the thesis deals with the analysis of the results from the questionnaire survey, through which I define individual customer segments. At the end of the thesis, I make recommendations based on the results from the analysis. The aim of the bachelor s thesis „Consumer behaviour in the field of art“ is to characterize customers/consumers in the art market and recommend how best to communicate with them and reach them, based on the analysis of demand to purchase works of art.
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Wilhelm von Bode and the International Art Market: the Unpublished Correspondence with Rudolphe Kann and Joseph Duveen
Watrelot, Michaela ; Zlatohlávek, Martin (advisor) ; Winter, Petra (referee) ; Vlnas, Vít (referee)
Wilhelm von Bode and the International Art Market: the Unpublished Correspondence with Rudolphe Kann and Joseph Duveen This dissertation explores changing trends in the European and American art market in the late 19th and beginning of the 20th Centuries, in particular their influences, presented from the perspective of Wilhelm von Bode, renowned connoisseur and, at the time, director general of the Berlin Museums and explored predominantly through his relationship with the private collector Rudolphe Kann and art dealer Joseph Duveen. At the time, the collection of Rudolphe Kann was considered to be one of the most refined among the European private collections, yet it hasn't received much attention by contemporary scholars. This dissertation therefore offers the most systematic review of Kann's collection since 1907, the year when Bode compiled the revised catalogue. Wilhelm Bode was actively involved in building the Kann collection, as shown by the extensive numbers of private, previously unpublished, correspondence, which provided the foundation of this research. After the dealer Joseph Duveen bought the entire art collection of this prominent Parisian collector in the summer 1907 and subsequently sold almost all of the artworks to American collectors, the competitiveness of European private...
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Evaluation of Contemporary art as an alternative investment
Havlovicová, Alice ; Vácha, Lukáš (advisor) ; Hronec, Martin (referee)
Bibliographic note HAVLOVICOVÁ, Alice. Evaluation of Contemporary art as an alternative in- vestment Prague 2020. 66 pp. Bachelor thesis (Bc.) Charles University, Faculty of Social Sciences, Institute of Economic Studies. Thesis supervisor Mgr. Lukáš Vácha, Ph.D. Abstract This thesis investigates the investment performance of contemporary art. In order to analyze the risks and returns of the unique art market environment, the reader is presented with the market specifics, trends, and inefficient. The financial performance of contemporary art is estimated by means of extended models of hedonic regression and repeat-sales regression. Both methods allowš for the treatment of volatility of the art market caused by the infrequency of trading, resulting in two monthly contemporary art market indices. The in- dices are estimated based on auction results of contemporary art spanning from 2003 to 2015, including all artworks sold at least once, which presents a general overview of the contemporary art market. In line with the academic literature on the topic of art investment, the results suggest lower returns of contemporary art than traditional financial assets. Volatility and Sharpe ratios differ in the two indices. Based on the resulting price indices, we conclude that contempo- rary art presents moderate returns...
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Analysis and Aspects of Art as an Alternative Investment and its Price Determinants
Mozolikova, Alica ; Benáček, Vladimír (advisor) ; Moravcová, Hana (referee)
The purpose of this thesis is to examine the potential of art as an alternative investment. To do this, we start with a brief history of art market that is followed by an analysis of art market structure. We cover numerous risks affecting the behavior in the market subject to information asymmetry. As far as the feasibility of art as an investment is concerned, we identify different types of alternative investment and compare their potential. Despite high opacity of the art market, more data are being made available giving us an opportunity to present a clearer explanation of the current state of the art market. A question has to be asked, does the value of art solely depend on the subjectivity of human taste or on an opportunity to speculate? The subject of the detailed discussion are, both, internal and external factors, which influence the value of artworks, and hence the sale price. Using econometric analysis of auction records, we aim to uncover objective factors, which determine the sale price. The analyses lead to a conclusion that the price determinants, the most notable of which are auction houses and auction location, affect the sale price to a different extent. Yet, regardless the price, our subjective personal pleasure from a particular art piece might be crucial. JEL Classification Key...
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