Atwal and Williams (2017) examine the importance of consumer experience in luxury brand marketing. The article discusses key themes and concepts in luxury brand management, such as the role of heritage, authenticity, and exclusivity in luxury branding, as well as the shift towards experiential marketing and the importance of emotional engagement with consumers. The authors provide a comprehensive review of previous research on luxury brand marketing, highlighting the need for a more customer-centric approach that focuses on building relationships with consumers and creating unique, memorable experiences that reflect the brand’s values and identity (Atwal & Williams, 2017, p. 52). The article identifies several gaps in the literature, such as the need for more empirical research on the impact of experiential marketing on consumer behavior and the need to understand better the role of technology and social media in shaping luxury brand experiences. Overall, this article provides valuable insights for luxury brand managers and marketers looking to create meaningful and engaging consumer experiences.
Chailan (2018) explores the use of art to recreate luxury brands’ rarity and value, examining how luxury brands can use art collaborations to enhance their brand image and strengthen their market position. The author notes that luxury brands have traditionally relied on rarity and exclusivity to create value for consumers (Chailan, 2018, p. 418). Chailan’s study offers findings that contribute to this gap in the literature, specifically highlighting the potential for art collaborations to create a sense of exclusivity and rarity that aligns with luxury brand values. This article leads into a discussion of the implications of these findings for luxury brands seeking to use art collaborations to enhance their brand image and market position.
Chandon, Laurent, and Valette-Florence’s (2016) article introduces the special issue of the Journal of Business Research on “Luxury Marketing from Tradition to Innovation.” The authors argue that luxury is a complex and multifaceted concept that requires a multidisciplinary approach to understand its various dimensions and the motivations of luxury consumers. The article highlights previous research on luxury marketing, including studies on luxury’s symbolic and functional value, the impact of social and cultural factors on luxury consumption, and the role of innovation in shaping the luxury market. The authors also identify gaps in the literature on luxury marketing, such as the need for a better understanding of the symbolic and experiential aspects of luxury, the impact of digitalization on luxury consumption, and the role of luxury in shaping consumers’ identities and social status (Chandon et al., 2016, p. 300). This article provides insights into the challenges and opportunities in studying luxury marketing, and it calls for a more interdisciplinary and holistic approach to understanding the concept of luxury. These findings can inform future research on luxury marketing and provide a foundation for developing effective marketing strategies to meet luxury consumers’ changing demands and expectations.
Christodoulides et al. (2021) examine new forms of luxury consumption in the sharing economy, exploring how the rise of sharing platforms changes how consumers engage with luxury brands. The authors note that while luxury brands have traditionally been associated with exclusivity and ownership, the sharing economy challenges these values by allowing consumers to access luxury goods without needing ownership (Christodoulides et al., 2021, p. 95). The authors highlight the potential for these new forms of consumption to benefit consumers and luxury brands but also note the importance of managing the potential risks associated with sharing platforms. This article leads into a discussion of the implications of these findings for luxury brands seeking to navigate the challenges and opportunities presented by the sharing economy.
Christodoulides and Michaelidou’s (2022) article provides a guest editorial on advancing research on global luxury consumption. The authors argue that luxury consumption is a complex and dynamic phenomenon that requires a multidisciplinary approach and that current research on luxury consumption has limitations that must be addressed. The article highlights previous research on luxury consumption, including studies on the drivers of luxury consumption. The authors also identify gaps in the literature on luxury consumption, such as the need for a more nuanced understanding of luxury consumers’ diverse motivations and behaviors, the impact of cultural differences on luxury consumption, and the role of luxury in shaping social identity and status (Christodoulides & Michaelidou, 2022, p. 147). This article provides insights into the challenges and opportunities in advancing research on luxury consumption. It calls for a more integrative and multidisciplinary approach to studying luxury consumption in a global context. These findings can inform future research on luxury consumption and provide a foundation for developing effective marketing strategies to meet luxury consumers’ changing demands and expectations.
Cristina and Elena argue that the definition of luxury has evolved, and consumers now associate it with exceptional quality rather than rarity or exclusivity. They suggest that luxury goods manufacturers prioritize quality over quantity to maintain their brand reputation and justify their high prices. The authors provide examples of luxury brands that have succeeded or failed in preserving quality and suggest that consumers are willing to pay a premium for products perceived as genuinely luxurious (Cristina & Elena, 2018, p. 261). This article makes a valuable contribution to luxury branding by emphasizing the significance of quality in high-end products.
De Mooij explores the paradoxes and cultural differences in global marketing and advertising. The book focuses on how cultural differences affect communication strategies and highlights the importance of understanding cultural contradictions in developing effective global marketing and advertising campaigns. The author draws on previous research in cross-cultural communication and international marketing to provide insights into the challenges and opportunities presented by cultural differences (De Mooij, 2021, p. 63). The findings highlight the importance of adapting marketing and advertising strategies to local cultures and overcoming cultural paradoxes to engage with consumers effectively. This research could provide fresh insights by exploring specific cultural paradoxes in the context of luxury marketing and advertising.
Delpal’s (2021) article examines the different determinants that drive consumers’ purchasing behaviors of luxury goods online across countries. The article provides a comprehensive overview of the critical drivers of luxury online shopping, such as trust, convenience, and risk. Previous research on luxury consumption has primarily focused on the offline market, and more research needs to be conducted on the online market. The study found that consumers’ purchasing behavior differs across countries and that cultural values significantly impact decision-making (Delpal, 2021, p. 32). The study provides valuable insights into the factors influencing luxury online shopping and highlights the need for companies to adapt their online strategies to cater to different cultural backgrounds. Thus, the article provides a fresh perspective on the determinants of online luxury shopping and highlights the need for further research in this area.
Elena-Iulia’s (2020) article examines the personal luxury goods market, focusing on luxury consumers’ motivations, preferences, and behaviors. The article discusses the growing importance of personal luxury goods in the global economy and the factors that drive consumer demand for luxury products, such as social status, brand image, and emotional gratification. The study also highlights previous research on the luxury market, including the role of globalization and digitalization in shaping luxury consumption. The findings suggest that luxury consumers value authenticity, craftsmanship, and heritage when choosing luxury products and are increasingly conscious of their consumption choices’ social and environmental impact (Elena-Iulia, 2020, p. 37). This article contributes to the personal luxury goods market literature by providing insights into the evolving nature of luxury consumption and the impact of global trends on consumer behavior. These findings can inform marketers and businesses in developing strategies to meet luxury consumers’ changing demands and expectations.
This study by Geiger-Oneto and Minton (2019) examines the moral halo effect to understand how religiosity relates to a high-end product purchase. The study finds that more religious individuals perceive luxury goods as more morally positive and attribute more excellent social value to them than less religious individuals (Geiger-Oneto & Minton, 2019, p. 2537). This suggests that religiosity plays a significant role in shaping consumers’ attitudes toward luxury goods and that a moral dimension to luxury consumption may not be fully explored. The authors call for further research to examine the implications of their findings for marketing luxury goods and services.
As a Master’s thesis, Henriques’ study aims to explore the digital marketing strategies of luxury brands. The author provides an overview of the current state of the luxury market and highlights the growing importance of digital channels for luxury brand marketing. Through a review of previous luxury and digital marketing research, Henriques identifies gaps in the literature regarding the specific digital marketing strategies that luxury brands employ (Henriques, 2022, p. 64). The author’s research seeks to fill this gap by conducting a case study analysis of the digital marketing strategies of four luxury brands, ultimately aiming to provide insights into how luxury brands can use digital marketing to enhance brand equity and customer engagement. This study can provide valuable insights into luxury brands’ evolving digital marketing strategies and may help identify new opportunities for these brands to engage with consumers in the digital age.
The article by Hietanen et al. (2018) explores the paradoxical relationship between knockoffs, counterfeits, and luxury brands. They examine how these imitation products can act as doppelgänger brand images, which mimic the characteristics of luxury brands while at the same time highlighting their flaws and creating a tension between authenticity and imitation. The authors draw on previous research on paradox and market renewal to explore how knockoffs and counterfeits can challenge and reinforce luxury brands’ legitimacy. They propose a framework for understanding this complex relationship (Hietanen et al., 2018, p. 759). This article provides insights into how consumers perceive and evaluate luxury brands and their imitations. In doing so, it stresses the significance of thinking about the function of fakes in the high-end market.
Hou et al. (2020) article discusses the problem of copycatting in the luxury market and proposes the concept of “fighter brands” as a strategy to combat this issue. The authors argue that luxury brands can create a fighter brand, which is a lower-priced and more accessible version of the luxury brand, to satisfy the demand of price-sensitive consumers while still maintaining the exclusivity and prestige of the luxury brand. The authors draw upon previous research on brand extensions, brand architecture, and pricing strategies to support their argument (Hou et al., 2020, p. 64). The article provides fresh insights into the potential benefits of fighter brands in the luxury market. It offers a new perspective on how luxury brands can maintain brand equity while expanding their customer base.
Kapferer and Laurent (2016) investigate where consumers believe luxury begins by studying the minimum price points consumers associate with 21 luxury goods in seven countries. The authors explore previous research on the definition of luxury, its relationship with price, and how different cultural backgrounds shape how people think about luxury products. The study finds that the minimal acceptable cost of luxury goods varies significantly across countries and categories, indicating the importance of cultural context in defining luxury (Kapferer & Laurent, 2016, p. 338). The authors provide insights into the potential implications of these findings for luxury brands’ pricing strategies and positioning. While the study provides valuable insights into the perception of luxury across different countries, it needs to delve into the underlying psychological factors influencing consumers’ perception of luxury, leaving a gap for further research.
In an article by Kasztalska (2017), the author provides an overview of the economic theory of luxury goods. The main themes discussed include the definition of luxury goods, the factors affecting the demand for luxury goods, the concept of the Veblen effect, and the impact of income and wealth distribution on the market for luxury goods. The author highlights the previous research on the economic theory of luxury goods, including the works of Adam Smith, Thorstein Veblen, and Pierre Bourdieu (Kasztalska, 2017, p. 83). The article concludes with a discussion of the implications of the economic theory of luxury goods for marketers and policymakers. While the report provides a comprehensive review of the economic theory of luxury goods, there is a need for further research on the connection between luxury goods and profound economic development.
Kim (2019) investigates the ownership and collecting behavior of luxury fashion goods in an omnichannel retail environment among affluent consumers in the US. The study explores the relationship between the perception of luxury fashion goods and collecting behavior, the effect of social media on ownership and managing behavior, and the differences in behavior between online and offline shoppers. Kim’s study adds to previous research by examining luxury fashion goods in an omnichannel retail environment and highlighting the importance of social media in influencing ownership and collecting behavior (Kim, 2019, p. 73). The study’s findings suggest that luxury fashion goods are perceived as a symbol of social status and that collecting behavior is influenced by personal interests, emotional attachment, and socialization. Additionally, the study finds that social media positively affects both ownership and managing behavior and that online shoppers have a higher tendency to collect and own luxury fashion goods.
Kim et al. (2022) address the paradoxical relationship between luxury brands and cause-related marketing (CRM), which has been identified as a potential challenge for luxury brands in engaging in prosocial behavior. The authors propose a theoretical framework to help luxury brands increase their prosocial behavior and enhance their consumers’ well-being while maintaining their luxury image. They build upon previous research that has examined the effectiveness of CRM for non-luxury brands and explore how the paradoxical relationship between luxury and social causes can be resolved (Kim et al., 2022, p. 626). The authors also identify a gap in the literature on how luxury brands can balance their pursuit of profits with their responsibility to society. They also suggest their proposed framework can provide fresh insights into this issue. The article concludes by outlining the implications of their findings for luxury brand managers and highlighting avenues for future research.
Kim and Wingate (2017) investigated the influence of brand breadth on consumer perceptions and evaluations in the luxury market. They found that narrow luxury brands, which focus on a specific product category, are perceived as more prestigious and are associated with higher quality and higher prices than broader luxury brands that offer a wider range of products. They also found that broader luxury brands enjoy greater brand awareness and brand loyalty among consumers (Kim & Wingate, 2017, p. 462). Their study adds to previous research on luxury brand management and provides insights into the importance of brand breadth in the luxury market.
Krajnović et al. (2021) explore luxury product branding and the significance of brand identity and communication in building and sustaining a luxury image. They emphasize the role of elements such as exclusivity, heritage, craftsmanship, and consistent communication across various touchpoints to reinforce the brand image (Krajnović et al., 2021, p. 34). The article’s findings have important implications for luxury brand managers and provide a foundation for further research into the branding strategies of luxury products. This article adds new insights into the specific features of luxury product branding. Its findings are valuable to luxury brand managers and serve as a basis for further research into luxury product branding strategies.
The article by Mrad et al. (2022) focuses on understanding luxury experiences and the perspectives of both customers and managers. The study investigates the key elements that create a luxury experience and how they are managed to ensure customer satisfaction. Previous research has explored luxury consumption, branding, and the paradox of luxury goods, but this article aims to provide a more in-depth understanding of luxury experiences. The findings reveal that a luxury experience is created by carefully selecting tangible and intangible elements, such as the physical environment, employee behavior, and sensory stimuli (Mrad et al., 2022, p. 1342). The study also highlights the importance of customer feedback in managing luxury experiences. The research provides fresh insights into managing luxury experiences, a critical study area given the increasing demand for luxury experiences in the market. The findings have implications for luxury brand managers and practitioners, as they provide insights into managing and delivering successful luxury experiences.
In an article by Parguel et al. (2014), the authors explore the impact of price display on consumer perceptions of luxury from a “masstige” (mass prestige) perspective. Key themes include the role of price in shaping consumer perceptions of luxury, the importance of balancing accessibility and exclusivity in the masstige market, and the potential for price displays to affect consumer perceptions of brand prestige. The article builds on previous research on luxury consumption and pricing strategies, highlighting the challenges and opportunities associated with marketing masstige products (Parguel et al., 2014, p. 95). The findings suggest that price display can significantly impact consumers’ perceptions of luxury and that marketers should carefully consider how to balance accessibility and exclusivity in their pricing and branding strategies. This article provides valuable insights into the paradox of luxury goods and the challenges luxury brands face in appealing to a broader consumer base while maintaining prestige and exclusivity.
Rathi et al. (2022) conducted a bibliometric analysis to trace the evolution of the luxury marketing landscape, identifying key themes and trends in scholarly research on luxury marketing over the past few decades. The authors found that research on luxury marketing has shifted from focusing on traditional luxury goods to including areas such as experiential luxury and luxury services (Rathi et al., 2022, p. 252). The study also identified several gaps in the current literature, including the need for more research on emerging luxury markets and the role of social media in luxury brand management. The authors suggest that future research explore these areas to understand the changing dynamics of luxury marketing better.
The thesis by Ribeiro (2017) explores the motivations behind consumers’ purchase of luxury shoes, bags, and watches, explicitly examining the link between the need for luxury accessories and one’s self-concept. The study reviews previous literature on luxury consumption, self-concept, and motivation. It proposes a conceptual model to investigate the relationship between self-concept, the need for luxury, and purchase intention. The findings suggest that individuals with higher self-esteem are more likely to desire and purchase luxury items for self-expression and identity construction (Ribeiro, 2017, p. 334). The study contributes to the literature on luxury consumption by examining the role of self-concept in consumers’ purchase decisions. There needs to be more literature for further research examining the role of self-concept in luxury consumption across various product categories and among diverse consumer groups.
Veloutsou, Christodoulides, and Guzmán’s (2022) article reviews the state of research on international luxury marketing, identifying key themes and gaps in the literature. The authors highlight studies on luxury consumption drivers, digital technologies’ impact on the luxury market, and cultural differences in luxury marketing. They call for a more comprehensive and comparative approach to studying luxury marketing across cultures and regions, emphasizing the need for interdisciplinary and collaborative research. This article’s insights inform researchers and practitioners in the luxury industry and guide future research on international luxury marketing.
Wong and Dhanesh explore the challenges of communicating CSR initiatives in the luxury industry. Wong and Dhanesh (2017, 110) argue that luxury brands face a “CSR-luxury paradox” because the values associated with luxury (such as exclusivity and indulgence) may conflict with the values of CSR (such as social responsibility). Through a case study of three luxury brands, Wong and Dhanesh investigate how luxury brands can navigate this paradox through acceptance strategies of coexistence and convergence, which involve communicating CSR initiatives in a way that aligns with luxury values. While this study provides insights into how luxury brands can address the CSR-luxury paradox, there needs to be more literature on how consumers perceive these communication strategies and their effectiveness in promoting good behavior among consumers.
Zaharia and Zaharia’s (2015) article focuses on the psychology of luxury goods consumers. The authors discuss the paradox of luxury goods, where consumers’ desire for exclusivity and status through luxury purchases is contradicted by the growing accessibility and prevalence of these products in the market. The article highlights previous research on the motivations behind luxury consumption, such as status signaling, self-expression, and hedonism. The authors also examine the impact of social and cultural factors on luxury consumption, including the influence of social class, income, and cultural values. The study finds that luxury consumption can serve both functional and symbolic purposes, with consumers using luxury goods to satisfy their needs for self-expression, identity, and social recognition (Zaharia & Zaharia, 2015, p. 203). This article provides insights into the motivations and behaviors of luxury consumers, addressing gaps in the literature on the paradoxical nature of luxury consumption and the impact of social and cultural factors on luxury consumption. These findings can inform marketers and businesses in understanding and targeting the luxury consumer market.
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