Delivering a Luxury Brand Experience

Lulu Raghavan

Chapter 9 in The Luxury Market in India, 2012, pp 109-120 from Palgrave Macmillan

Abstract: Abstract India’s growing tribe of old and new luxury consumers is more traveled, more discerning and more demanding than ever before. Gone are the days when multi-national companies could get away with introducing outdated models or having limited product selection for the Indian market. And it is no longer sufficient for companies to ride on the halo of their global brand images while selling to Indian consumers.

Keywords: Brand Relationship; Luxury Brand; Motor Sport; Brand Experience; British Airway (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-26416-9_10

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DOI: 10.1057/9781137264169_10

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