Article Type : Research Article
Volume : 6
Issue : 1
Online ISSN : 2394-2770
Print ISSN : 2394-2762
Article First Page : 60
Article End Page : 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.