Browsing by Author "Abuawf, Ahmed"

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Revolutionizing Luxury: Enhancing Brand Commitment Amongst Ultra-High-Net- Worth Clients through Experience-Based Strategies — A Case Study of Cartier in Saudi Arabia
(Saudi Digital Library, 2025) Abuawf, Ahmed; Lazarev, Marija
The research looks at the ways Cartier might maintain loyal customers among the wealthiest members of Saudi Arabian society. The emphasis now is on changing the luxury model that promoted products to one that focuses more on giving clients exceptional experiences. Exposure around the world, varying demographics and culture changes are affecting the meaning of luxury in Saudi Arabia. So, UHNWIs are now more interested in enjoying experiences that are not ordinary, emotional and meaningful to them. An assessment is done here on how changing people’s views could modify Cartier’s marketing approach. Secondary sources are used in the research to judge how effective Cartier’s experiential programs are in Saudi Arabia. It seeks to find out if focused events, tailored services and working with cultures enhance a brand’s reputation and reduce customer turnover. Researchers learned that emotional reasons for buying include expressing their identity, preserving memories for the future and making strong bonds with others. Showing this means Cartier will be able to make its brand more significant through these insights. Cartier sees that luxury clients in Saudi Arabia have special requirements. These factors can help businesses make customers feel attached and wish to stay loyal. This research gives useful directions for luxury brands considering a Saudi market strategy. It believes that cultural awareness, able client service and thoughtful stories are essential for a prestigious group wanting more than wealth outwardly.
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