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- W3124731862 abstract "In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates from work developed with and/or for mass brands. Luxury brands are conceptually different and require a specific approach to brand management. Using a grounded theory approach, we present a framework consisting of seven principles to design luxury experience. Our research suggests that to create a true luxury experience brands should go beyond traditional frameworks of brand management. By compiling best practices and the commonalities amongst the interviewed companies’ most successful efforts to create a luxury experience, the framework can help brands to implement a “trading-up” strategy: Luxury brands can enhance their desirability by offering a true luxury experience and non-luxury brands can adopt principles of luxury experience and become life-style brands." @default.
- W3124731862 created "2021-02-01" @default.
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- W3124731862 date "2014-05-26" @default.
- W3124731862 modified "2023-09-27" @default.
- W3124731862 title "Designing luxury experience" @default.
- W3124731862 hasPublicationYear "2014" @default.
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