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About my research

Over the last decade, Pielah has published manuscripts on topics including wearable art, international retailing, retailing and technology, and brand customization strategy. Through this journey, she discovered her passion for a specific research area: visual arts marketing. Her research explores questions such as:

​

Art experience: How does the consumer’s experience with

AI art differ from conventional art?

 

Value in visual arts: What values derived from visual arts can benefit companies, and what specific implications does this have for marketers?

 

Visual artists as brands: How can visual artists, as brands,

become part of commercial brand strategies?

Publication under review

1 / Kim, P., Chang, H., & Kirk, C. It’s yours, not mine: The effect of art renown on psychological ownership and valuation of art-infused products at Journal of Consumer Psychology.
2 / Kim, P. & Colombi, C. Art-infused fashion, movement of cultural meaning, and meaning co-creation at Arts and the Market.

Published 
works

1 / Kim, P. & Chang H. (2024). Let’s focus on the magic of an artist: The belief in artist contagion and products infused with art. European Journal of Marketing, Vol. ahead-of-print No. ahead-of-print. 
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2 / Kim, P., Chang, H., Vaidyanathan, R., & Stoel, L. (2023). When does customization improve brand attitude?. Journal of Product & Brand Management, 32(8), 1233-1247.
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3 / Kim, P., Deng, X., & Unnava, R., (2020). In the eye of the beholder: Cross-pollination between art- infused products and retail spaces. Journal of Business Research, 117, 302-311.
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4 / Kim, P., Vaidyanathan, R., Chang, H., & Stoel, L. (2018). Using brand alliances with artists to expand retail brand personality. Journal of Business Research, 85, 424-433.
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5 / Kim, P., Chang, H., Vaidyanathan R., & Stoel, L. (2018) Artist-brand alliances to target new consumers: Can visual artists recruit new consumers to a brand? Journal of Product & Brand Management, 27(3), 308-319.
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6 / Colombi, C., Kim, P., & Wyatt, N. (2018). Fashion retailing “tech-gagement”: Engagement fueled by new technology. Research Journal of Textile and Apparel, 22(4), 390-406.
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7 / Kim, P., Lee, J., Stoel, L. (2017). Global retailers and logalization: ‘Thinking locally and acting globally’. The International Review of Retail, Distribution and Consumer Research, 27(5), 468- 484.
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