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Luxury Research Journal

 

These articles have been peer-reviewed and accepted for publication in LRJ, but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

 

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Luxury Research J. (1 paper in press)

 

Regular Issues

 

  • Multisensory marketing in the luxury hotel industry: effects on brand experience and customer perceived value   Order a copy of this article
    by Klaus-Peter Wiedmann, Janina Haase, Franziska Labenz, Nadine Hennigs 
    Abstract: In the luxury industry, multisensory marketing as a basis for value creation and unique experiences is increasingly gaining in importance. Luxury hotels in particular may apply various sensory stimuli to stand out from competition and provide memorable stays. The study confirms all stated causal relationships between multisensory marketing, brand experience, customer perceived value, brand perception, and consumer behaviour, using partial least squares structural equation modelling. The results reveal visual, acoustic and gustatory perception to be the most effective sensory drivers and financial aspects to be the most relevant value driver. The findings further show that multisensory marketing is most effective in creating experiences when linked to relevant values. Finally, brand experience and customer perceived value are most powerful in affecting consumer behaviour via a positive brand perception.
    Keywords: luxury hotel industry; luxury consumption; multisensory marketing; brand experience; customer perceived value; individual value; financial value; functional value; social value; brand perception; consumer behaviour; structural equation modelling.