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2019 | OriginalPaper | Chapter

2. The New Experiential Luxury Marketing Model

Author : Wided Batat

Published in: The New Luxury Experience

Publisher: Springer International Publishing

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Abstract

The new definition of luxury provided in the previous chapter highlights the transition from the traditional “luxury marketing” that refers to conspicuous and material aspects of luxury consumption to a more experiential perspective on luxury through the introduction of a new framework: “experiential luxury marketing.” This chapter provides a cross-sectional analysis of various studies that have addressed the customer experience to answer the following questions: What do we mean by customer experience? What do we know about what happens in the customer experience in luxury? Does the customer experience allow luxury brands to differentiate their offers, retain their customers, and attract new ones?

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previous chapter Luxury, Back to Origins

next chapter Customer Experience to Keep Up with Changing Consumer and New Luxury Consumption Trends

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Title: The New Experiential Luxury Marketing Model
Author: Wided Batat
Publisher: Springer International Publishing
Book: The New Luxury Experience
Print ISBN: 978-3-030-01670-8

Electronic ISBN: 978-3-030-01671-5

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-01671-5_2