The artist and the photograph: a semiotic analysis of consumers’ experiences with photographs

Purpose This study aims to address research calls investigate how (visual) consumption experiences carry and convey meanings individuals. Applying McCracken’s meaning transfer model a photographic exhibition, the authors expand this into realm of aesthetic explore such an experience emerges flows (novice expert) consumers. Design/methodology/approach uses interpretive case exhibition “Facing Mirrors” hosted as part Biennale Contemporary Art, draws on multiple sources evidence, notably 50 in-depth visitor interviews, observation archival records. Findings The evidence highlights moveable nature within context illustrates critical role semiotics different ritualistic behaviors enacted by novice expert visitors means unfolding creating experience. Research limitations/implications findings provide implications in terms (co-)creating authentic, immersive meaningful (brand) fields visual customer management. Practical arts organizations are also provided curatorial practices that emphasize material, emotional dialogic photographs art form. Originality/value provides new insights bringing together with semiotic approach, thus illustrating performances sense-making activities through which (expert novice) (co-)create appropriate value their experiences.