Title: Multisensory marketing in the luxury hotel industry: effects on brand experience and customer perceived value

Authors: Klaus-Peter Wiedmann; Janina Haase; Franziska Labenz; Nadine Hennigs

Addresses: Institute of Marketing and Management, Leibniz University of Hannover, Koenigsworther Platz 1, D-30167 Hannover, Germany ' Institute of Marketing and Management, Leibniz University of Hannover, Koenigsworther Platz 1, D-30167 Hannover, Germany ' Institute of Marketing and Management, Leibniz University of Hannover, Koenigsworther Platz 1, D-30167 Hannover, Germany ' Institute of Marketing and Management, Leibniz University of Hannover, Koenigsworther Platz 1, D-30167 Hannover, Germany

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.

DOI: 10.1504/LRJ.2021.116271

Luxury Research Journal, 2021 Vol.2 No.1/2, pp.1 - 21

Received: 10 Jun 2017
Accepted: 09 Mar 2018
Published online: 16 Jul 2021 *

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