A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis

Abstract

The purpose of this study is to examine how scholarly research on luxury brand marketing has evolved in the twenty-first century. This literature review focuses on 242 articles related to luxury marketing. The contributions of these articles are thoroughly analyzed, combining qualitative interpretations with bibliometric citation analysis that uses a social network of referrals. This study identifies the most influential universities, research outlets, and scholars in the recent evolution of luxury marketing research. The study also identifies current and future research streams, geographic scope, and underlying research methodologies, and it reveals the most frequently used theories and prominent constructs in luxury marketing research. There are few studies that have examined the literature review of the luxury marketing discipline. No previous research has investigated luxury branding by means of a bibliometric analysis and qualitative assessment within such a large scope. Building on the results of this analysis, researchers can target their studies precisely and, thus, increase the contributions of their empirical research.

Common and Contradictory Motivations in Buying Intentions for Green and Luxury Automobiles

“…Many prominent luxury marketing researchers [19] agree that the main attributes of luxury are conspicuousness, high quality, uniqueness, the extended self, and hedonism. Several literature reviews on luxury using bibliometric and qualitative analysis [1,2] show that these dimensions are significant values affecting luxury product purchase intentions, especially the buying intentions for luxury automobiles (see Table 1). Using these values, Vigneron and Johnson constructed the first scale, the Brand Luxury Index (BLI), that aims to evaluate certain luxury brands based on consumers' perceptions [19].…”

“…Additionally, we recommend designing a sustainability index for luxury products and services that allows for simple but targeted communication on green features for competitive differentiation. The digitalization of luxury is an area that is badly neglected [1,2,66], although, in the previous year, e-commerce for luxury products increased by 24% [11]. It is likely because of this disregard that we have not noticed that the significance of the uniqueness value in promoting luxury desire has suddenly vanished.…”

“…An apparent increasing interest in luxury-marketing research has been observed among scholars; however, green luxury has emerged to become a substantial research stream. Three recent literature reviews on luxury research [1][2][3] reveal that a limited number of scientific works have contributed to investigating the relationships between green and luxury consumption. Recently, the importance of green products and services has been emphasized, as increasing consumption levels endanger the environment [4,5].…”

“…Uncovering these motivations will support luxury companies' efforts to fit sustainability into their marketing-communication strategies [18]. Several authors [1][2][3][4][5][6][7][8][9][10][11][12][13][14][15][16][17][18][19] state that interpersonal dimensions or price-related values, such as conspicuousness, need of uniqueness, and high quality, as well as perception-related values (the extended self and hedonic values) are fundamental in luxury marketing. Furthermore, these values have significant influence on green product purchasing [7][8][9][10][11][12][13][14][15][16][17][18][19][20].…”

Análisis bibliométrico de los efectos veblen, bandwagon, snob, hedónico y de perfeccionismo

“…El panorama de crecimiento exponencial de las investigaciones en el tema ha hecho que para los investigadores sea realmente difícil poder tener acceso a información que muestre un panorama general sobre el área y, de esta manera, mantenerse al día con el desarrollo del campo de conocimiento. Resulta de gran importancia contar con un estudio que muestre un panorama general del desarrollo investigativo de los efectos abordados aquí; Aliyev [27] ; Gurzki & Woisetschläger [28] llevaron a cabo un análisis bibliométrico con el lujo, sin embargo, no mencionan los efectos bandwagon, snob, veblen, hedónico o de perfeccionismo, lo que permite pensar que no se tuvieron en cuenta los efectos como ejes centrales de dichas investigaciones.…”