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

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.