Understanding the importance of experiential marketing regarding luxury fashion brands in digital era from the consumer viewpoint

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Understanding the importance of experiential marketing regarding luxury fashion brands in digital era from the consumer viewpoint

The purpose of this dissertation is to apply the concept of experiential marketing into luxury fashion brands and investigate the key role that brand experience plays in creating memorable events in digital era in which digital tools such as social media try to engage consumers emotionally by buildi...

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Bibliographic Details
Main Author:	Symeonidou, Christina
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2017
Subjects:	experiential marketing; multi-sensorial experience; luxury consumption; luxury brands; social media social networking platforms
Online Access:	https://eprints.nottingham.ac.uk/45744/

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