Reimagining Value Through Artification: A Conceptual and Theoretical Framework for Philanthropy and Marketing

ABSTRACT Artification, the transformation of non‐artistic objects, practices, or domains into art or art‐like entities, has emerged as a pivotal concept in philanthropy and marketing. This paper develops a conceptual and theoretical framework to examine artification, emphasizing its capacity to add cultural, emotional, and symbolic value across diverse domains. By synthesizing interdisciplinary perspectives, the framework identifies five key components of artification: art infusion, contextual recontextualization, cultural capital accumulation, market and institutional legitimation, and public perception. These elements interact dynamically, illustrating how artification enhances consumer engagement, legitimizes social causes, and elevates brand identity. The framework highlights artification's implications for the third sector, where it strengthens advocacy efforts and fosters emotional resonance, while also critically addressing tensions between authenticity and commodification. This research contributes to understanding artification's transformative potential, offering practical insights for organizations aiming to integrate art into their strategies for differentiation, legitimacy, and societal impact.