Enhancing consumer- brand relationships through luxury brand experiences

dc.authorscopusid57192577064
dc.contributor.authorArikan, E.
dc.date.accessioned2024-07-18T20:17:28Z
dc.date.available2024-07-18T20:17:28Z
dc.date.issued2020
dc.description.abstractThe 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. © 2021 by IGI Global. All rights reserved.en_US
dc.identifier.doi10.4018/978-1-7998-4369-6.ch005
dc.identifier.endpage106en_US
dc.identifier.isbn9781799843702
dc.identifier.isbn9781799843696
dc.identifier.scopus2-s2.0-85127994349en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage86en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-4369-6.ch005
dc.identifier.urihttps://hdl.handle.net/11411/6570
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofBuilding Consumer-Brand Relationship in Luxury Brand Managementen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleEnhancing consumer- brand relationships through luxury brand experiencesen_US
dc.typeBook Chapteren_US

Dosyalar