The Big Five of Phygital Luxury Experience (PH-LX): A Transformative Luxury Research Perspective : WestminsterResearch

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Title	The Big Five of Phygital Luxury Experience (PH-LX): A Transformative Luxury Research Perspective
Type	Journal article
Authors	Klaus, P., Manthiou, A., Luong, V.-H., Norman, E., Gornostaeva, G. and Otterbring, T.
Abstract	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 principles and the Transformative Luxury Research (TLR) agenda, this paper proposes a novel conceptual framework, PH-LX, emphasizing luxury as a catalyst for consumer well-being, ethical consumption, and societal enhancement. Rather than treating these dimensions as fixed, we identify two transformational shifts reshaping the luxury landscape: (1) the evolution of luxury from static ownership models to orchestrated, evolving customer experiences, and (2) the redefinition of channels from fixed physical spaces to dynamic, fluid ecosystems of interaction. These shifts are analyzed through a longitudinal lens of past, present, and future across five interdependent dimensions: Identity Expectations, Access Emphasis, Main Channel, Philosophy, and Revenue Drivers. Grounded in macromarketing’s normative agenda for human-centricmarket systems, this paper introduces a forward-looking conceptual model that emphasizes luxury experience as a platform for enhancing well-being and positive societal outcomes. Our analysis synthesizes literature from luxury branding, customer experience (CX), and digital transformation to surface the opportunities and tensions emerging in phygital luxury. The framework also foregrounds societal and ethical implications, including concerns around automation, access inequality, and data privacy.Weconclude by offering a research agenda and managerial pathways to enable more inclusive and future-oriented luxury experience design.
Keywords	phygital customer experience, luxury marketing, digital transformation, experience design, omnichannel strategy
Journal	Journal of Macromarketing
ISSN	0276-1467
	1552-6534
Year	2026
Publisher	SAGE Publications
Digital Object Identifier (DOI)	https://doi.org/10.1177/02761467261416743
Published online	10 Feb 2026

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The Big Five of Phygital Luxury Experience (PH-LX): A Transformative Luxury Research Perspective

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