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The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin by Angela Madan; Laura Daniela Rosca; Ionel Dumitru; Andrei Canda is a Environmental Science article available to read on EtoBox.

What is The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin about?

The value of art in persuasion integrates the country’s culture and art according to marketing communication. Our research examined the impact of artistic communication values on customers’ behavior as a sustainable effect on the country of origin by applying two hypotheses. These hypotheses were tested on 689 respondents, mainly from Romania. This marketing communication analysis indicated that persuasion had more value for customers when ethical rhetorical arguments, dialects, poetry, essays, poems, and fairy tales were linked to a country’s culture, such as tradition, national values, and heritage, or were combined with art, such as paintings, sculptures, and music. The results demonstrated that artistic communication influenced consumer behavior positively, having a sustainable effect on the country of origin.

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Author

Angela Madan; Laura Daniela Rosca; Ionel Dumitru; Andrei Canda

Publisher

MDPI AG

Published

2022

Language

EN

Field

Environmental Science (Social Sciences)