KOREASCHOLAR

In determining artwork prices, the identification of characteristics of the artist is crucial. While the impact of demographic profiles of artists has been examined in the literature on art pricing, the relationships among artists have been highly disregarded. In the current research, the authors focus on the measures of network centrality derived from group exhibitions in order to investigate their influence on artwork prices. The analysis results suggest that degree centrality and closeness centrality positively affect artwork prices, whereas betweenness centrality has an adverse effect. Moreover, network centrality values play a more important role in explaining artwork prices than historical reputation indexes such as gender, nationality, time elapsed after death, and main residencies of the artists. This study contributes to branding literature, while also providing art marketers with valuable insight into artist branding.

• Jane Lee(Graduate School of Business, Seoul National University, Korea)
• Sang-Hoon Kim(Seoul National University, Korea)
• Kyoung Cheon Cha(Dong-A University, Korea)