Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption.,The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model.,The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands.,The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries.,The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market.,The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.

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对新兴市场中奢侈品牌消费的经验和态度

传统上，消费者将奢侈品视为展示其财富和繁荣的一种手段。奢侈品的消费通常被认为是西方世界的特权。尽管有许多研究记录了消费者的购买前和购买行为，但是在该领域还缺乏质量研究来理解消费者对奢侈品牌的购买后行为，尤其是在新兴市场环境中的年轻购物者。研究购物者的购买后行为对于理解他们的品牌体验非常重要。负面的经历可能导致购买后的不和谐，进而导致对品牌和其他营销刺激的态度失衡或扭曲。考虑到这一点，这项研究的目的是探讨印度年轻消费者对奢侈品消费的经验和态度。该研究从昌迪加尔及其位于印度西北部相对繁荣的卫星城市的年轻消费者那里获得了回应。数据是通过结构化问卷从200名参与者中收集的，该问卷基于Dubois和Laurent（1994年）的“对奢侈品概念的态度”量表和Brakus等人的“品牌体验”量表。（2009）。实证结果表明，感官，智力，行为和情感体验在建立消费者对奢侈品牌的态度中起着重要作用。