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Multisensory marketing in the luxury hotel industry: effects on brand experience and customer perceived value 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.
Quality Management in the Italian luxury industry: an empirical investigation on cashmere. by Alessandro Brun, Chiara Lideo Abstract: The luxury sector is characterized by several Critical Success Factors, including Premium Quality. Although Quality Management (QM) has been deeply studied in recent years, few authors explicitly addressed QM with regard to luxury industry as a whole, let alone the idiosyncrasies of Italian approach to luxury. The contribution of the present study is twofold: (1) first of all, it introduces a novel and rigorous research protocol to study the QM organization, system and practices of companies in the luxury sector; and (2) secondly, the protocol is applied to cashmere, worldwide synonymous with luxury, and a symbol of Italian excellence, to understand how Italian producers of cashmere garments are implementing QM. The research demonstrates that the cashmere luxury sector is characterized by an extremely high commitment towards quality both inside and along the Supply Chain, yet to some extent excellence is pursued through an informal approach to quality improvement. Managers in different fields could learn from the lessons learned in this sector and apply the best practices to their companies. Keywords: luxury; cashmere; supply chain; italy; quality management.