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اقتصاد::
تجاریسازی
First, due to the conceptual proximity between luxury goods and works of art and the further convergence between the latter through the ongoing heavy commercialisation of the international art market2 (Graw, 2008; similar: Chevalier/Mazzalovo, 2012, p. 212ff.)
2 The process of commercialisation of the contemporary art market has been taken so far lately that the prices for works of art can no longer be rationally understood, and that high-profile artists such as Damien Hirst are themselves regarded as brands (Tungate, 2009, p. 111ff.
are to be drawn according to supply-related criteria such as the manufacturing method, price, product quality, commercialisation approach, distribution policy and degree of diffusion (Kapferer, 2001, p. 352).
since the conceptual proximity between the notion of luxury and that of art has led to the excessive use of such words as "art" or "artwork"16 in both the communication and commercialisation strategies of luxury brands.
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