Çok Duyulu Teknoloji ile Zenginleştirilmiş Lüks Marka Deneyimi: Tüketici Algısı ve Marka Gücü Üzerindeki Etkileri

Abstract

Purpose – This research aims to examine the effects of multisensory technology and brand experience on perceived consumer value and brand strength. The study addresses how the financial, functional, social, and individual dimensions of perceived consumer value are influenced, with the goal of providing strategic insights to luxury brand managers.
Design/methodology/approach – This study is an applied research focused on the luxury retail sector. Surveys and in-depth interviews were conducted during the data collection process, and the data were analyzed using structural equation modeling (SEM). Demographic and behavioral factors were also evaluated to examine consumer perceptions of multisensory technology.
Results – The research shows that multisensory technologies enhance brand experience and strengthen perceived brand value. Multisensory technology and brand experience positively affect financial, functional, social, and individual value perceptions. When examining the effects of perceived value on brand strength, significant differences were identified in brand loyalty and customer engagement.
Discussion – There is limited research on the effects of multisensory technology-based experiences on the perceived value and brand strength of luxury brand consumers. This study contributes to the literature by addressing these concepts with a holistic approach. The findings aim to help luxury brands strengthen their relationships with their target audience and refine their marketing strategies.