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Journal of Management Research and Analysis

A conceptual framework of brand experience for luxury brands

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Article Type : Research Article

Author Details: Yuvika Sumbly*,Sadaf Siraj

Volume : 6

Issue : 1

Online ISSN : 2394-2770

Print ISSN : 2394-2762

Article First Page : 60

Article End Page : 64


Increasingly researchers are emphasizing the role of consumer experiences in marketing of luxury brands. Experiential marketing essentially describes marketing initiatives that give consumers in-depth, tangible experiences in order to provide them with sufficient information to make a purchase decision. The objective of this research paper is to develop a conceptual framework of antecedents and outcomes of brand experience for luxury brands, which would enable luxury marketers to formulate experiential branding strategies for their offerings in the marketplace.

Keywords: Luxury brands, Brand experience, Conceptual framework, Antecedents, Outcomes, Brand.

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