Can Luxury Brands Coexist in Harmony with art, Technology and Immersive Storytelling to Reach Sublime Emotions?

Angelos Vouldis () and Maria Christoforou ()
Additional contact information
Angelos Vouldis: Larnaca College
Maria Christoforou: University of Nicosia

Chapter Chapter 4 in The Evolution of Luxury Brands, Volume II, 2025, pp 95-123 from Palgrave Macmillan

Abstract: Abstract This study draws on the theories of Brand Experience, Emotional Branding and Brand Symbolism to examine how branding strategies construct consumers perception examines how luxury brands enlist art, technology and immersive narrative to deliver sublime experiences of consumption. Through mixed-method research, the study integrates descriptive and correlation analyses from survey data with qualitative insights from a case study on L’Odyssée de Cartier. This research advances the luxury brand literature and provides practical implications for managers looking to develop emotional links with consumers in the sector. It emphasises the importance of more emotional, symbolically significant experiences in luxury branding. Conclusions are aligned with brand study of symbolic branding through emotional branding that may improve brand loyalty and brand value.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-96680-4_4

Ordering information: This item can be ordered from
http://www.palgrave.com/9783031966804

DOI: 10.1007/978-3-031-96680-4_4

Access Statistics for this chapter

More chapters in Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().