The New Experiential Luxury Marketing Model

Wided Batat
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Wided Batat: B&C Consulting Group

Chapter 2 in The New Luxury Experience, 2019, pp 33-53 from Springer

Abstract: 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?

Date: 2019
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DOI: 10.1007/978-3-030-01671-5_2

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