TY - THES A1 - Gomez Cardenas, Laura Alejandra T1 - Experiential luxury in online jewelry BT - affecting positively brand loyalty and perceived value N2 - With the development of the human being throughout history and the globalization in the daily activities, the clients are more demanding with the products, services and contents offered by the companies and industries. However, in the particular case of jewelry, this requirement grows. Since jewelry pieces are not essential goods, but rather elements acquired to satisfy hedonistic desires, emotions, and a particular position of hierarchy in society. This work aims to describe the main characteristics of experiential luxury that positively affect brand loyalty and the perceived value of online jewelry by the customer to use them to their advantage and offer better customer service. Through an online survey of 250 participants, the results were analyzed using the statistical method that proved and denied the five hypotheses proposed by the thesis. Using ANOVA and Cronbach's alpha, the central hypothesis was denied: consumers of jewelry products prefer to purchase them on technological platforms. However, it was evidenced that participants would be willing to buy jewelry in virtual channels if they implement specific experiential marketing characteristics, achieve experiential luxury, brand loyalty, and increase positive customer perceived value. Y1 - 2021 UR - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:573-8021 CY - Ingolstadt ER -