Academic literature on the topic 'Luxury Brand Experience'
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Journal articles on the topic "Luxury Brand Experience"
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Mazzoli, Valentina, Laura Grazzini, Raffaele Donvito, and Gaetano Aiello. "Luxury and Twitter: an issue of the right words." Qualitative Market Research: An International Journal 22, no. 1 (January 14, 2019): 33–49. http://dx.doi.org/10.1108/qmr-01-2017-0051.
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Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.
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Coudounaris, Dafnis N. "Mediation of product design and moderating effects of reference groups in the context of country-of-origin effect of a luxury Brand." Review of International Business and Strategy 28, no. 2 (June 4, 2018): 169–205. http://dx.doi.org/10.1108/ribs-05-2017-0044.
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Purpose The purpose of this paper is to examine the symbolic representations of non-users compared to the life experiences of users related to a luxury brand. In particular, the study examines whether product design mediates the relationship between antecedent factors of country-of-origin effect and product experience, and it also investigates the moderating effects of reference groups (non-users vs users) on the relationship between antecedent factors of country-of-origin effect and product design related to a luxury brand, namely, the Mercedes-Benz C-Class or E-Series. Design/methodology/approach A sample of convenience of 272 persons classified as non-users and users is investigated. An online questionnaire was used and 28 statements are included in the analysis based on a seven-point Likert scale. Findings The study reveals that the country-of-origin effect for the model of non-users and users has a very good fit with current data and is statistically significant. It also reveals that all relationships are significant except for price consciousness to product design and for brand familiarity to price consciousness. There is also partial mediation of product design between antecedent factors and product experience. Furthermore, the moderating effect of reference groups appears to play an important role, as it impacts the relationship between antecedent factors of the country-of-origin effect and product design/product experience. Originality/value This study indicates that the non-users’ group based on the hypothetical purchases of a luxury brand with a strong country image has a different country-of-origin effect to the users’ group of the same luxury brand. Moreover, the study concludes that there are statistically significant differences between the non-users’ group versus users’ group of a luxury brand (Mercedes-Benz), and these differences are concerned with the constructs of brand familiarity, brand commitment, product design and product experience. Finally, the study reveals that “price consciousness” is not relevant for luxury brands. Managerial implications, limitations of the study and future research directions are discussed.
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Jhamb, Deepika, Arun Aggarwal, Amit Mittal, and Justin Paul. "Experience and attitude towards luxury brands consumption in an emerging market." European Business Review 32, no. 5 (June 4, 2020): 909–36. http://dx.doi.org/10.1108/ebr-09-2019-0218.
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Purpose Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption. Design/methodology/approach The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model. Findings The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands. Research limitations/implications The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries. Practical implications The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market. Originality/value The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.
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Sumbly, Yuvika, and Sadaf Siraj. "A conceptual framework of brand experience for luxury brands." Journal of Management Research and Analysis 6, no. 1 (April 15, 2019): 60–64. http://dx.doi.org/10.18231/j.jmra.2019.011.
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Yu, Jihye, and Eunju Ko. "LUXURY BRAND EXPERIENCE AND UGC EFFECTS." Global Fashion Management Conference 2019 (July 11, 2019): 834. http://dx.doi.org/10.15444/gfmc2019.08.01.08.
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Chen, Shan, and Lucio Lamberti. "Entering the dragon’s nest: exploring Chinese upper-class consumers’ perception of luxury." Qualitative Market Research: An International Journal 18, no. 1 (January 12, 2015): 4–29. http://dx.doi.org/10.1108/qmr-01-2013-0002.
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Purpose – The purpose of this study is to explore the perception of luxury from the perspectives of Chinese upper-class consumers. Design/methodology/approach – Four focus groups, each consisting of six upper-class and experienced luxury consumers, are formed in four cities, Beijing, Shanghai, Guangzhou and Hong Kong, which are among the most affluent, populated and developed in the luxury market. Findings – The findings suggest that Chinese upper-class luxury consumers, indeed, hold different perceptions for luxury in several aspects: price premium is a prestige in contrast to general Chinese consumers’ “value-consciousness”; exclusivity is more valued by the upper-class and experienced consumers; more attention of the upper-class consumers has shifted to individual values from social values; brand value is of high importance; and there exist differences among consumers in different regions. Practical implications – The study suggests that luxury brands should recognize the differences between the upper-class customers who are still the core consumers for luxury goods and the middle-class customers who are growing rapidly while designing their marketing strategies. Originality/value – The study focuses, unprecedentedly, on the upper-class and experienced Chinese luxury consumers who represent the most valuable group of customers of the luxury brands in the Chinese market. Given the peculiarity of customer behavior in the luxury market, such focus provides a brand new perspective without the noises from the inclusion of consumers with insufficient purchasing power and ineligible experience in luxury consumption.
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Kim, Jihyun. "Luxury fashion goods ownership and collecting behavior in an omni-channel retail environment." Research Journal of Textile and Apparel 23, no. 3 (September 9, 2019): 212–31. http://dx.doi.org/10.1108/rjta-01-2019-0001.
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Purpose This research provides a comprehensive overview of the luxury brand cognitive and affective experience, category ownerships and consumption level of affluent adult consumers in the USA. The purpose of this study was to illuminate generational cohorts’ differences and/or similarities among the consumers regarding collecting behavior of, brand self-congruity toward and emotional brand attachment with fashion luxury brands. Design/methodology/approach Using a cross-sectional quantitative approach, the authors conducted a national, representative online survey, 443 usable responses were collected from four generational cohorts, namely, older boomers, younger boomers, Generation Xers and Millennials, who reported an annual household income of US$150,000 or more. Descriptive and multivariate statistical analyses were used to provide the empirical findings. Findings Findings suggest that there are significant differences in the luxury brands they owned the most; Millennials exhibited significantly more frequent purchases of luxury fashion goods for all retail types – both brick-and-mortar and online, as well as upscale and discount-image retailers, compared to older Baby Boomers; and there are clear distinctions of cognitive, affective and behavioral responses toward fashion luxury goods between Millennials and older Baby Boomers. For instance, Millennials are more emotionally attached to luxury fashion brands, they see themselves more aligned with the brand image, and they collect such goods significantly more, compared to the older Baby Boomers. Originality/value By providing empirical evidence of contrasting each generational group’s unique consumption behavior in terms of luxury brand goods such as ownership level (accessible vs high-end luxury), retail channel choice behavior, cognitive, affective and behavioral responses toward the luxury fashion goods, the authors provided clear strategies for the luxury brand managers regarding two distinctive segments in the luxury marketplace.
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Halwani, Lama. "The Online Experience of Luxury Consumers: Insight into Motives and Reservations." International Journal of Business and Management 15, no. 11 (October 22, 2020): 157. http://dx.doi.org/10.5539/ijbm.v15n11p157.
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Several research efforts provide insight into the corporate online strategies of luxury brands. However, little research has focused on how consumers perceive the luxury online experience. This research aims to understand the underlying motivations and reservations towards online luxury purchase. The perceived online experience of luxury consumers is examined within the framework of the functional theory of attitudes, rooted in the work of Katz (1960) and Shavitt (1989). An exploratory approach yielded a typology of five motivations: independent browsing, personalized communication, accessibility, and convenience; and three reservations: purchase of unfamiliar brands, lack of spontaneity and uninspiring online retail environments. This research contributes a much needed consumer perspective of luxury online retail to the existing literature. The findings have resulted in a comprehensive understanding of the online shopping luxury experience. Theoretically, the findings support the functional theory of attitudes and the influence of both hedonic and utilitarian dimensions on the online luxury experience. More practically, this work shows that recognition of the underlying motivations and reservations of online luxury consumers informs marketers and brand managers on how to adapt their online presence and initiatives.
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Ramadan, Zahy, Maya F. Farah, and Armig Dukenjian. "Typology of social media followers: the case of luxury brands." Marketing Intelligence & Planning 36, no. 5 (August 6, 2018): 558–71. http://dx.doi.org/10.1108/mip-01-2018-0039.
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Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.
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Atwal, Glyn, and Alistair Williams. "Luxury brand marketing – The experience is everything!" Journal of Brand Management 16, no. 5-6 (February 13, 2009): 338–46. http://dx.doi.org/10.1057/bm.2008.48.
Full textDissertations / Theses on the topic "Luxury Brand Experience"
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Mkhize, Londiwe. "The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24702.
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The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. CopyrightDissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
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Street, Gemma Louise. "The role of curation in the design and development of brand experience in the luxury retail environment." Thesis, University of Manchester, 2016. https://www.research.manchester.ac.uk/portal/en/theses/the-role-of-curation-in-the-design-and-development-of-brand-experience-in-the-luxury-retail-environment(9f1d44c4-a9c6-4996-a45b-c573e3a1141d).html.
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This thesis explores the role of curation in the design and development of brand experience in the luxury retail environment. Three research objectives seek firstly, to gain an understanding of the meaning of curation in luxury retailing and identify the role, purpose and value to luxury retailers; secondly, to explore the different ways in which curation manifests itself in the luxury retail environment by examining sole brand and multi brand luxury retailers, and lastly, to identify how curation is brought to life through the curatorial roles within luxury retailers. In light of increasing global competitive pressures and fast-paced technology advances associated with mobile devices, the rise of omnichannel retailing has led luxury brands to be ubiquitous, with the resulting challenge for luxury retailers to develop seamless and experiential omnichannel brand experiences in order to continue to differentiate and grow. However, there is a paucity of literature regarding the design and development of luxury brand experiences, suggesting a gap in the literature. In addition, ‘curation’, a term traditionally associated with museology, is being increasingly used in the business environment in terms of creating differentiated experiences or collection of products both online and in-store. Little attention has been paid to curation in the literature, with the result of limited understanding of the role of curation in the design and development of brand experience, suggesting a second gap to be addressed in the research. The research was an investigative, qualitative and thematic analysis-based study. The data collection focused on face-to-face semi-structured interviews with 17 senior professionals from the luxury retail and cultural environments in the UK. Braun and Clarke’s (2006) Six Stages of Thematic Analysis and NVivo software were utilised to analyse the data, resulting in 9 key themes. My original contribution to the literature is this research is one of the first empirical studies to explore the role of curation in the design and development of brand experience in the luxury retail environment, resulting in three key contributions. Firstly, the role of curation is an influential one in the design and development of brand experience in the luxury retail environment and is manifested in four forms of curation across sole brand and multi brand luxury retailers. Secondly, curation in luxury retail has evolved from the traditional art-historian discipline of curation and is emerging as a new discipline and modus operandi in its own right, creating strategic, organisational, financial and experiential value. Thirdly, a strategic curation management toolkit consisting of three strategic frameworks was developed that contributes to both the brand literature and management practice. The toolkit provides managers with a common vernacular to develop their curatorial capabilities and identify strategic opportunities where they can harness curation as a strategy to design and develop omnichannel luxury brand experiences as a route to competitive advantage and build a platform for future growth.
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Lee, Youjung. "A study on the application of contemporary visual art into flagship stores of luxury fashion brands." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8568.
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Luxury fashion brands face a new challenge as to how to sustain brand growth while maintaining the exclusivity of brands due to the democratisation of the luxury phenomenon which is mainly driven by the emergence of ‘new luxury’ and changes of consumption style ‘trading up’. Luxury consumers are becoming disillusioned with the vulgarisation of luxury goods and prefer exclusive luxurious experiences. In order to keep pace with the changes in luxury consumer needs and promote an image with creative and luxurious connotations, luxury brands increasingly associate with contemporary visual art through diverse kinds of channels. Among the channels, great attention has been given to contemporary visual art exhibitions within a flagship store due to its benefits: geographical location, cutting investment cost and offering direct art experience to consumers. However, there is no theoretical research investigating the main points to be considered in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands. Moreover, there is a need for a systematic approach in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands as relying mainly on a designer’s intuition might pose a problem: delivering different messages from those intended. Through the research, four main propositions were identified which need to be considered when luxury fashion brands apply contemporary visual art exhibitions to their flagship stores: 1) brand communication with consumers, 2) the fit between brand identity and that of an artist, 3) consumers’ value/benefits in the way that enhance consumers’ aesthetic experience of art and 4) artists’ value/benefits. Models including a conceptual model and a design tool kit were developed and tested with experts in this field. The proposed models are decision supporting tools which provide a comprehensive overview regarding the main points to be considered as well as support finding a high fit artist to brand identity. They offer advantages as follows: 1) the conceptual framework improves understanding of the needs/values of the three main stake holders such as luxury fashion brands, consumers and artists for this practice and provides an insight into how to address them in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands 2) the tool kit assists in making a decision when selecting artists or artworks and offers benefits to all the stake holders: 1) luxury brand value by managing their touch points effectively that ultimately lead to enhancing brand communication, 2) consumer value by preventing confusion caused by disharmonious messages from all the touch points within flagship stores, and 3) artist value by finding a matched brand for synergy between brands and artists.
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Ueacharoenkit, Supawan. "Experiential marketing : a consumption of fantasies, feelings and fun : an investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/7535.
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The concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline. Despite the importance of (and the attention paid to) this concept in recent years, the theory of brand experience has remained unclear and there is a less of theoretical support. In addition to this, several scholars content that there is a connection between brand experience and loyalty. This study aims to address the gap in the literature and provide a better understanding of the concept of ‘brand experience’ together with its consequences, with particular regard to consumer loyalty. The objective of this study is to investigate the relationship between brand experience and consumer loyalty in the luxury cosmetic brand industry (Thailand). This empirical study proceeds with a systematic review of the existing literature, leading to the development of a theoretical framework. The research adopts a mixed method (quantitative and qualitative) approach, use of a quantitative survey to collect data, validated and enhanced qualitatively by personal interviews. The questionnaires were completed by Thai customers who frequent the luxury cosmetic brand counters in three particular stores in Bangkok. The data analysis uses descriptive statistics, exploratory factor analysis, confirmatory factor analysis and linear/multiple regression analysis for hypotheses testing. The personal interviews use a purposive sampling technique. The results of this study demonstrate that sensory experience, affective experience, behavioural experience, intellectual experience and social experience form the dimensions of luxury cosmetic brand experience. In addition to this, there is a positive direct relationship between luxury cosmetic brand experience and consumer loyalty. In addition, luxury cosmetic brand experience has a positive indirect relationship with consumer loyalty through brand personality, brand trust and consumer satisfaction; albeit, brand trust is the most significant of these. A key contribution of the present study is the conceptual model the study offers that explains the phenomenon of luxury cosmetic brand experience and its consequences. This study contributes further knowledge to the marketing literature, brand management literature and, also, consumer behaviour literature (particularly in the luxury cosmetic brand sectors in Thailand and other Asian countries) and suggests directions for future research. Finally, the present study will facilitate luxury cosmetic brand managers’ endeavours to identify both the experiential needs of their customers and the marketing strategy necessary to achieve consumer loyalty.
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Mourad, Siham. "Les effets de la contrefaçon sur le comportement d'achat de la marque de luxe en termes d'expérience et de relation à la marque." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENG004/document.
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Un grand nombre d'études abordant le thème de la contrefaçon traite le comportement de consommation de l'article contrefait. Mais peu de recherches s'intéressent au consommateur de la marque de luxe lorsque celle-ci fait l'objet de contrefaçon. Ce travail doctoral vise à contribuer à ce niveau en étudiant les principaux aspects du comportement d'achat de la marque de luxe légitime. Cette recherche passe par l'identification et la mesure de l'insensibilité à la contrefaçon, nouveau concept développé au cours de ce travail, puis par l'étude de l'expérience de la marque et des variables relationnelles à la marque. L'intérêt de cette étude s'inscrit dans la contribution aux recherches sur la contrefaçon et plus précisément dans l'étude du comportement de consommation des articles originaux de la marque de luxe. D'un autre côté, le rapprochement avec l'expérience de marque ou encore avec la relation à la marque n'a pas pu être faite jusqu'à présent dans des recherches traitant de la contrefaçon, d'où l'intérêt de se pencher sur ces deux aspects importants de la marque de luxe. En termes méthodologiques, nous proposons tout d'abord une mesure de la réaction du consommateur de la marque de luxe légitime, à savoir l'échelle de l'insensibilité à la contrefaçon. Ensuite, nous mettons en place une modélisation sur PLS qui englobe les différents concepts étudiés. La capacité du modèle à refléter des relations complexes représente un apport méthodologique important. Au niveau managérial, il s'agit de contrer la contrefaçon en valorisant la marque de luxe. L'apport principal de cette recherche réside donc dans le management de la marque de luxe en elle-même. Nous suggérons aux gestionnaires de la marque de luxe de mieux choisir leurs actions marketing dans un contexte de contrefaçon. Favoriser l'immersion dans l'univers de la marque, impliquer le consommateur et renforcer sa relation avec la marque, ou encore cibler plus particulièrement les prescripteurs et les leaders d'opinion, seraient des moyens efficaces pour renforcer la fidélité du consommateur à sa marque de luxe et ce, malgré la présence de contrefaçonA large number of studies on counterfeiting explore consumers behavior in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our doctoral study attempts to contribute to this field by studying principal aspects of luxury brand buying behavior. Our research aims to identify and measure insensitivity to counterfeiting which is a new concept developed in this study. Brand experience and relationship brand variables will also be considered. Our study contributes to counterfeiting's researches, and more precisely to researches on consumption of legitimate products. On the other side, the connection with brand experience or the relationships with the luxury brand have not been undertaken in counterfeiting researches which leads us to considerate these two important aspects of the luxury brand. Concerning the methodological facet, we first propose the measure of consumer's reaction toward counterfeiting, namely insensitivity to counterfeiting. Then, we perform a PLS model that includes all concepts studied and specifies complex links between concepts. In a managerial way, we propose to counter counterfeiting by focusing on the luxury brand itself. We suggest for luxury brand managers to choose the appropriate marketing tool. Immersion in brand universe, consumer implication or focusing on opinion leaders, are good ways to enhance consumer's loyalty, despite the presence of counterfeiting
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Claro, Inês Maria de Melo. "O papel do atendimento ao cliente e ambiente em loja na experiência de compra de marcas de luxo." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21106.
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Mestrado em MarketingO atendimento ao cliente é um importante contributo para uma manutenção da qualidade do primeiro contacto do cliente com a marca. Este trabalho propõe-se a averiguar o papel do atendimento ao cliente e ambiente em loja na experiência de compra de marcas de luxo, avaliando o papel destas componentes como influenciadoras de perceções em relação às marcas de luxo, como motivadoras de compra e como a experiência de cliente pode ser manipulada de modo a apelar à imagem exclusiva e diferenciadora da marca através dos vários estímulos que ocorrem aquando o contacto com o colaborador e com o interior da loja. Para elaboração deste trabalho foi realizado um estudo qualitativo exploratório através da análise de onze entrevistas em profundidade. As entrevistas foram posteriormente analisadas utilizando o programa MAXQDA de modo a compreender a perspetiva do cliente e da marca, através do colaborador, da experiência em loja; ambiente físico; perceções geradas ligadas à exclusividade; emoções e atitudes do cliente e o que influencia as suas motivações para a compra de marcas de luxo e como isso se reflete na imagem de marca percecionada e percebida. Com esta investigação possibilitou-se uma maior compreensão do atendimento ao cliente e do ambiente em loja como motivadores de consumo de marcas de luxo e como poderá contribuir para uma otimização da experiência de compra com a marca, bem como, um melhor contacto com o cliente target.
Customer service makes an important contribution to maintaining the quality of the customer's first contact with the brand. This study aimed to investigate the role of customer service and the in-store environment in the purchase experience of luxury brands, evaluating the role of these variables as influencing perceptions in relation to luxury brands, as motivators of purchase and how client's experience can be manipulated as a way to create an exclusive image and band differentiation through various stimuli during the contact through the various stimuli that occur when contacting the employee and the store interior. A qualitative exploratory study was conducted to analyze the store experience. Eleven in depth-interviews were conducted and analyzed with the assistance of MAXQDA with the objective to better understand the clients from the store managers perspective of store experience, including such factors as physical environment, perceptions linked to exclusivity, customers' emotions, attitudes, and motivations to buy luxury brands and perceived brand image. This investigation ensures a greater understanding of the customer service and the store environment as drivers of luxury brands' consumption.
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Aguilera, Paola. "New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva." reponame:Repositório Institucional do FGV, 2014. http://hdl.handle.net/10438/13126.
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Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.
O Mercado de luxo evoluiu ao longo dos séculos; novos desafios criaram questões de estratégias adequadas para as marcas. Experiência e autenticidade tornaram-se aspectos importantes no campo de estudo: os consumidores estão desfrutando de mais conforto material e há uma tendência de uma mudança cultural para a realização pessoal e aspiração através da experiência. O maior desafio para os profissionais de marketing de luxo de hoje não é só falar com o consumidor alvo, mas de entender como o alvo está mudando, sem alienar os consumidores e prejudicar a imagem da marca. Considerando as perspectivas das marcas e dos consumidores separadamente, seria possível concluir que as percepções são congruentes, como muitos estudos têm apresentado. No entanto, se as perspectivas são colocadas juntas e comparadas, realidades diferentes poderiam surgir. Esta pesquisa exploratória é baseada em um estudo de caso que descreve ambas as perspectivas de sua percepção sobre a experiência de luxo, comportamento do consumidor e motivações de consumo, e varejo de luxo. Foram desenvolvidas entrevistas com o dono da marca e 10 consumidores da marca, e também observações indiretas nos formatos de distribuição da marca. Na perspectiva da marca, o estudo de caso mostrou que a experiência de luxo envolve a construção da estratégia de experiência de marca com base em produtos, múltiplos canais de varejo, engajamento do consumidor, atividade pessoal, exploração dos cinco sentidos e outras formas. Na perspectiva dos consumidores, os resultados revelaram que os consumidores da marca têm diferentes percepções da experiência de luxo e expectativas; no entanto, o que é comum é que o serviço e qualidade devem ser mantidos e eles refletem a experiência como um todo. Além disso, os formatos de varejo de luxo influenciam diretamente a percepção dos consumidores, que devem integrar múltiplos canais para atender as demandas pessoais. A pesquisa faz contribuições para ambos os atores - marca e consumidor, no sentido de que traduz conceitos teóricos da própria experiência e tenta esclarecer aspectos ainda desconhecidos, e explora formas de detectar o alinhamento entre as expectativas da experiência das marcas e dos consumidores. Palavras-chave: Mercado de Luxo, experiência de luxo, Marketing Experiencial, comportamento do consumidor, motivações de Consumo, Varejo de Luxo.
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Wang, Woei-Huah, and 王煒樺. "Brand and Retail Experience of a Luxury Brand." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/97105146474506157615.
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碩士國立中山大學
國際經營管理碩士班
99
Nowadays, the luxury market is experiencing an intensive competition trend. Business is hard to survive from distinguish itself from other brands. Creating superior customer experience seems to be one of the vital objectives to remain competitive advantage in current retailing environments. This study was designed to investigate differences between levels of loyalty, perceived brand experience and retail experience, among shoppers from a luxury brand. Data for this study were collected from a convenience sample of 200 participants who were selected with personally experienced of a luxury brand. Descriptive statistics were compiled on data for all respondents. Data were analyzed by confirmatory factor analysis (CFA) to further assess the reliability of the scale. In addition, structural equation modeling (SEM) was employed to observe the relationships among the constructs and to test the remaining hypotheses. Results of the study demonstrated differences among brand and retail experience that suggested as drivers to afford experience to customer that successfully effectively affacting customer’s emotion positively towards a significant luxury brand. Furthermore, the degree of expectation fulfillments generates satisfaction which, in turn intensifies intentions toward repatronage decision in the future. Therefore, both brand experience and retail experience embrace valuable feedback and feedforward to brand development strategies and assist in achieving a mutually beneficial commitment for the brand to gain the edge.
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LIN, FAN-LU, and 林芳如. "Effects of Digital Brand Experience on Luxury Fashion Brands' Authenticity, Attachment, and Loyalty." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/6svz4x.
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碩士輔仁大學
品牌與時尚經營管理碩士學位學程
107
Luxury global consumers are active on social media platforms, and the feature of visual storytelling for Instagram provides luxury fashion brands' an appropriate platform to enhance online presence and identity so that building a greater connection with their audiences. Therefore, brand experience for luxury fashion brands is no longer focusing on physical experience only but should integrate with the digital brand experience. This paper aims to study how digital brand experience on Instagram influence on brand authenticity, attachment, and loyalty for luxury fashion brands. By an empirical research method, the effects of digital brand experience on brand authenticity, attachment, and loyalty are tested using partial least squares (PLS) approach to structural equation modeling. Differences in degree are tested by compare means analysis by SPSS. According to the study results, the digital brand experience is important to determine the audiences' positive attitudes on authenticity, attachment, and loyalty. Besides, the audiences' love and passion for luxury fashion brands would help enhance positive thoughts. Digital brand experience significantly influences brand attachment, authenticity, and loyalty. Furthermore, authenticity should be concerned because audiences evaluate the experience on Instagram then generate attachment and loyalty to particular luxury fashion brands. Moreover, comparing to digital brand experience directly effects brand attachment, through the aspect from authenticity will enhance more significant attachment.
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Lin, Yu-wen, and 林俞妏. "The Luxury British Brand of BURBERRY Experience Marketing and Relationship Value." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/67691320884447550899.
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碩士逢甲大學
經營管理碩士在職專班
100
Even when facing to the global economy recessions, the value of some luxury brand is not reduced. Success brands are having their own brand culture. And these brands are relying on it’s own brand value and culture. When get into the 21st century: ● Burberry Experience provides brand experiencing and personalised service. The relationship between the brand and customer has built up through this experience marketing and customer relationship management. ● Burberry has made the new image of top luxury brand by digitalising, which connected to the trend of world. ● Bring the Enterprise Resource Planning (ERP) (SAP) to every retail store effectively combine, and integrated all the resources. ● Use key performance index management KPI How to connect to the key points above and raise up customer royalty by using “Relationship Marketing”? How to make the different and manage the potential customer, and evaluate the efficiency by using RFM model? Is it going to bring more valuable customers, up cross-selling to create productivity, and extend the life of the brand if raise up the value of the “Relationship”??
Books on the topic "Luxury Brand Experience"
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Batat, Wided. Digital Luxury: Transforming Brands and Consumer Experiences. SAGE Publications, Limited, 2019.
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Digital Luxury: Transforming Brands and Consumer Experiences. SAGE Publications, Limited, 2019.
Find full textBook chapters on the topic "Luxury Brand Experience"
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Raghavan, Lulu. "Delivering a Luxury Brand Experience." In The Luxury Market in India, 109–20. London: Palgrave Macmillan UK, 2012. http://dx.doi.org/10.1057/9781137264169_10.
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Atwal, Glyn, and Alistair Williams. "Luxury Brand Marketing – The Experience Is Everything!" In Advances in Luxury Brand Management, 43–57. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-51127-6_3.
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Koronaki, Eirini, Prokopis K. Theodoridis, and George G. Panigyrakis. "Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective." In Strategic Innovative Marketing and Tourism, 783–88. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_86.
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Richards-Carpenter, Nastaran Norouzi, and Thimo Grantz. "How the digital environment and its user experience effects the customer's perception of luxury brands and co-creation of brand value." In Building Corporate Identity, Image and Reputation in the Digital Era, 487–514. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-23.
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Sinha, Nilanjana, Himadri Roy Chaudhuri, and Sitanath Mazumdar. "From Local Taste to Luxury Experience: Insights into Culinary Distinction." In Luxury Brands in Emerging Markets, 96–104. London: Palgrave Macmillan UK, 2014. http://dx.doi.org/10.1057/9781137330536_9.
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Martins, Nuno, Sandrina Francisca Teixeira, José Luís Reis, and Ana Torres. "Electronic Shopping Experience for Luxury Brands: A Factorial Analysis." In Marketing and Smart Technologies, 709–23. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-4183-8_57.
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Salvietti, Giada, Marco Ieva, and Cristina Ziliani. "Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing." In The Art of Digital Marketing for Fashion and Luxury Brands, 365–95. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-70324-0_15.
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Arıkan, Esra. "Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences." In Building Consumer-Brand Relationship in Luxury Brand Management, 86–107. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4369-6.ch005.
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The extant research highlights that the strength of consumer-brand relationships is very much shaped by consumers' experiences with brands. Given the inherent characteristics of luxury brands, it is no surprise that luxury consumers expect much more intense experiences, and thus the delivery of a superior brand experience is a necessity in the luxury market. Therefore, both marketing scholars and brand managers in the luxury market need to acknowledge the power of brand experiences as a way to strengthen consumer-brand relationships. However, despite the need for a deeper understanding of brand experience in the context of luxury brands, still much remains unknown regarding the factors that can be used to enhance brand experience. Building on this gap in the literature, this chapter investigates the relational outcomes of brand experience and subsequently discusses the various drivers that luxury brands can use to enhance luxury brand experience and thus develop stronger consumer-brand relationships.
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Santos, Manoel Vitor, and Amélia M. P. C. Brandão. "Negative Customer Experience in Lifestyle Hotels." In Building Consumer-Brand Relationship in Luxury Brand Management, 126–57. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4369-6.ch007.
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The primary purpose of the present research is to develop a methodology which can accurately analyse online public reviews on Google using Netnography studies combined with text mining analyses. By analysing the current techniques applied to a lifestyle hotel brand in nine properties in different countries and carefully studying how negative reviews are expressed online by costumers, this study aims to create a pattern of lifestyle customer complaints. This research seeks to demonstrate patterns of consumer behaviour that are not fully satisfied with the hotel service and how it can negatively affect the brand. This study identifies the areas that five stars lifestyle hoteliers and hotel managers need to pay attention to improve services, considering online reviews on online platforms, such as social networks and other tourism sites. Today, online reviews and customer experiences have a significant impact on the choice of a hotel.
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Amatulli, Cesare, Matteo De Angelis, Andrea Sestino, and Gianluigi Guido. "Omnichannel Shopping Experiences for Fast Fashion and Luxury Brands." In Advances in Marketing, Customer Relationship Management, and E-Services, 22–43. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5882-9.ch002.
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This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implementation of omnichannel activities on the perception of luxury and fast fashion brands. Interestingly, consumers perceive omnichannel strategies as something projected for luxury brands, thus as a way for them to improve the luxury shopping experience. Consequently, when applied to fast fashion brands, omnichannel strategies may lead consumers to perceive such brand as more prestigious, activating a sort of “luxurization.” For a luxury company, omnichannel strategies may represent an opportunity because they can increase the perceived luxuriousness of the brand, but also a threat because they may help fast fashion brands to be perceived as luxurious, thus “imitating” luxury companies.
Conference papers on the topic "Luxury Brand Experience"
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Wang, Qing, and Martin Liu. "EXAMINING THE INFUENCE OF CULTURAL EXPERIENCE ON CONSUMERS’ AUTHENTICITY EVALUATION OF LUXURY BRANDS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.06.05.06.
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Podder, Repriya. "Marketing as an Experience Design: Experiential Marketing in The Context Of Luxury Brands." In 4th International Conference on Business, Management and Economics. Acavent, 2020. http://dx.doi.org/10.33422/4th.icbmeconf.2020.12.51.
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Kim, Juran, and Ki Hoon Lee. "3D PRINTING AD CAMPAIGN EXPERIENCES: PERCEIVED VALUE OF LUXURY BRANDS AND PURCHASE INTENTION." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.04.03.
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