The Role of the Art Market in Stabilizing the Ukrainian Cultural Brand

Bibliographic Data

ID22006372
AuthorsSerhii Rusakov (0000-0002-8494-9445, Ukrainian Institute of Public Health Policy), Józef Ober (0000-0001-6290-381X, Silesian University of Technology, corresponding author), Tеtiana Matusevych (0000-0002-3793-462X, Ukrainian Institute of Public Health Policy)
Year2026
Volume16
Issue1
Publication date2026-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSAGE Open (JOURNAL)
Journal identifiersISSN: 2158-2440 • E-ISSN: 2158-2440
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/21582440251398949
OpenAlexW7122717563
LanguageEN
References cited41

The national cultural brand has become even more prominent in the context of emerging tensions between national and international brands during the ongoing Russian-Ukrainian conflict. The present study aimed to assess the role of the art market in shaping Ukraine’s cultural brand. The assessment was based on the experiences and opinions of the interviewed individuals who work in the Ukrainian art market on a daily basis. The results of the study indicate that the position of the Ukrainian cultural brand is moderately good. Respondents are generally positive about their experience participating in foreign art exhibitions and events and feel positive emotions when participating in such events. Evaluations of the experience of buying and selling their own artworks at foreign art exhibitions vary, with a generally perceived positive impact of such experiences on their own artistic and organizational activities

Brand management · Cultural diversity · Exhibition · Nation branding · Ukrainian · Art History and Market Analysis · Cultural Industries and Urban Development · Diverse Aspects of Tourism Research

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Open DOIOpen Access