Contemporary Indonesian Artists. Brand Images, Market Acceptance & Market Opportunity

      Аннотация: The issues surrounding brand images are not only applied to organization and products, but also towards individuals. Indonesian contemporary artists are demanded to do their own business and management strategies to excel in their artistic fields. The lack of understanding towards the art business scenes has suppressed the growth of the business. The purpose of this study is to see the relationship between brand images towards market acceptance and how it affects market opportunity for the artists as well seeing the opportunity for art business within Indonesia. This research is conducted with questionnaires for contemporary artists and potential consumers as well as interviews with respective art business people in Indonesia. This study finds how brand images may not have significant relationship towards market acceptance while the market acceptance has significant relationship in influencing market opportunity for Indonesian Contemporary arts business scene. The conclusion that comes is higher market acceptance, appreciation and knowledge about art translates to a bigger market opportunity.

Ключевые слова: brand images, market acceptance, market opportunity, contemporary arts, Artists, Indonesia