Table 3. Positive and negative perceived... | Emerald Publishing

Table 3.

Positive and negative perceived elements for artist and companies

Artist		Company brand
Positive side	Negative	Positive	Negative
Artist work appreciation	Disvaluation	Services	Non fungible
Talent’s support	Speculation	Merchandising	Spot offers
Direct relationship with the artist	Anonymity	Prestige	Negative impact on brand
Artist continues to create	Unacceptable and unrealistic project	Defined project and more reliability	As trend
Royalties	Unacceptable and unrealistic project	Royalties	More common
Both: Uniqueness		Both: Tied to material object

Artist		Company brand
Positive side	Negative	Positive	Negative
Artist work appreciation	Disvaluation	Services	Non fungible
Talent’s support	Speculation	Merchandising	Spot offers
Direct relationship with the artist	Anonymity	Prestige	Negative impact on brand
Artist continues to create	Unacceptable and unrealistic project	Defined project and more reliability	As trend
Royalties	Unacceptable and unrealistic project	Royalties	More common
Both: Uniqueness		Both: Tied to material object

Source(s): Author’s own elaboration