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

In: The Evolution of Luxury Brands, Volume II

Author

Listed:
  • Angelos Vouldis

    (Larnaca College)

  • Maria Christoforou

    (University of Nicosia)

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.

Suggested Citation

  • Angelos Vouldis & Maria Christoforou, 2025. "Can Luxury Brands Coexist in Harmony with art, Technology and Immersive Storytelling to Reach Sublime Emotions?," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), The Evolution of Luxury Brands, Volume II, chapter 0, pages 95-123, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-96680-4_4
    DOI: 10.1007/978-3-031-96680-4_4
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