[RESEARCH] Congratulations to Dr. Elizabeth Norman Ghiandai and Prof. Dr. Phil Klaus!

Their article, "The Big Five of Phygital Luxury Experience (PH-LX): A Transformative Luxury Research Perspective," is published in the 3* Journal of Macromarketing.

A new research paper introduces The Big Five of Phygital Luxury Experience (PH-LX), a conceptual framework exploring how the convergence of digital and physical touchpoints is transforming luxury customer experiences.

The study highlights two major shifts reshaping the luxury landscape: the move from ownership to evolving customer experiences, and from fixed physical channels to dynamic ecosystems of interaction.

By examining five key dimensions — Identity Expectations, Access, Channels, Philosophy, and Revenue Drivers — the framework shows how luxury can become a platform for consumer well-being, ethical consumption, and positive societal impact.

The paper also addresses critical challenges such as automation, data privacy, and access inequality, while proposing new research directions and managerial insights for designing the future of phygital luxury experiences.

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