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IMMERSIVE BRAND EXPERIENCE AS POSITIONING STRATEGY: COMPARING EXPERIENTIAL–NARRATIVE CONFIGURATIONS ACROSS LUXURY AND MASSTIGE FASHION

Alshaimaa B. Alanadoly, Suha Fouad Salem, Sarabjit Kaur Sidhu, Omkar Dastane
  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/451249
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Global Fashion Management Conference
2026 Global Fashion Management Conference at Madrid (2026.07)
pp.32-44
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
키워드
Immersive brandingExperience economyNarrative transportationLuxury brandingmasstige branding
저자
  • Alshaimaa B. Alanadoly(Taylor’s University Lakeside Campus, Malaysia)
  • Suha Fouad Salem(University of East London, UK)
  • Sarabjit Kaur Sidhu(Monash University Malaysia, Malaysia)
  • Omkar Dastane(Monash University Malaysia, Malaysia)
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