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Marketing Cultural Jewelry Products: A Case Study on Egyptian Cultural Product Designs

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Cross-Cultural Design. Product and Service Design, Mobility and Automotive Design, Cities, Urban Areas, and Intelligent Environments Design (HCII 2022)

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Abstract

The word marketing seems closer to the world of economics and the world of commerce, industry, and business. However, this word can be associated with the world of culture and creativity, and creative cultural industries. Marketing and promoting commercial goods are close to culture marketing and transforming them into high-value products. This article discusses cultural products and their creation and cultural products related to marketing. The article deals with the following topics: the nature of cultural products and cultural production, the preservation of identity through cultural products and their marketing, the effects of cultural production processes for marketing aspects, and the study of how designs affect consumers’ attitudes towards shopping for cultural products and the intention to buy, as it appears that individuals have particular drawings of cultural creativity, especially those related to the originality of the product and the origins of the product. This constitutes an important target market for the sale of cultural products, as the product characteristics and cultural features were one of the crucial factors affecting the positive attitude toward shopping for cultural products. This study places marketing as a context and framework for a system of cultural production. We chose jewelry products inspired by Egyptian patterns as a case study. On this basis, we have addressed the following central question, to what extent can cultural marketing save cultural products from the danger of demise?

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Authors and Affiliations

  1. School of Art and Design, Wuhan University of Technology, Wuhan, China

    Eman Ramadan & Yu Wu

  2. Department of Art Education, College of Specific Education, Benha University, Benha, Egypt

    Eman Ramadan

Authors
  1. Eman Ramadan
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  2. Yu Wu
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Correspondence to Yu Wu .

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Editors and Affiliations

  1. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Ramadan, E., Wu, Y. (2022). Marketing Cultural Jewelry Products: A Case Study on Egyptian Cultural Product Designs. In: Rau, PL.P. (eds) Cross-Cultural Design. Product and Service Design, Mobility and Automotive Design, Cities, Urban Areas, and Intelligent Environments Design. HCII 2022. Lecture Notes in Computer Science, vol 13314. Springer, Cham. https://doi.org/10.1007/978-3-031-06053-3_8

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  • DOI: https://doi.org/10.1007/978-3-031-06053-3_8

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  • Online ISBN: 978-3-031-06053-3

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