The purpose of this study was to determine the effects of art included in the
advertisements of luxury brands. A study was made in order to identify the beneficial influence of art's presence on the Symbolic Value of the brand and then examined the positive impact of Symbolic Value on both the Brand Attachment and the Purchase Intention. 292 valid responses were collected. The data was gathered through a web-based survey provided with online self-administered questionnaires and analyzed through ANCOVA and regression analysis. The results indicate that art has a positive influence on symbolic value and that symbolic value influences brand attachment and purchase intention favorably. Theoretical and managerial implications as well as limitations and potential research directions, are explored.

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