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A conceptual framework of brand experience for luxury brands

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Original Article

Author Details : Yuvika Sumbly*, Sadaf Siraj

Volume : 6, Issue : 1, Year : 2019

Article Page : 60-64

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

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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.

How to cite : Sumbly Y, Siraj S , A conceptual framework of brand experience for luxury brands. J Manag Res Anal 2019;6(1):60-64

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