Authors : Yuvika Sumbly, Sadaf Siraj
DOI : 10.18231/j.jmra.2019.011
Volume : 6
Issue : 1
Year : 2019
Page No : 60-64
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.