The Big Five of Phygital Luxury Experience (PH-LX): A Transformative Luxury Research Perspective *
Published online on February 10, 2026
Abstract
Journal of Macromarketing, Ahead of Print.
This paper proposes a novel conceptual framework, entitled The Big Five of Phygital Luxury Experience (PH-LX), to explore how the convergence of digital and physical touchpoints is redefining luxury customer experiences. Aligned with macromarketing ...
This paper proposes a novel conceptual framework, entitled The Big Five of Phygital Luxury Experience (PH-LX), to explore how the convergence of digital and physical touchpoints is redefining luxury customer experiences. Aligned with macromarketing ...