Contact No: +91-8826373757 | +91-8826859373 | 011-25052216
Email: rakesh.its@gmail.com | editor@innovativepublication.com
  • Indexing List

Journal of Management Research and Analysis


A conceptual framework of brand experience for luxury brands


Full Text PDF Share on Facebook Share on Twitter


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


Abstract

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.

Doi :-https://doi.org/10.18231/j.jmra.2019.011