Past, present and future of luxury brands: a review and bibliometric analysis

Husain, Rehan; Samad, Taab Ahmad; Qamar, Yusra

doi:10.1108/jfmm-02-2021-0046

Cited by 14 publications

(21 citation statements)

References 107 publications

(114 reference statements)

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“…The term luxury is almost as old as civilization itself (Husain et al., 2021). The luxury fashion market has long drawn the interest of marketing researchers and practitioners.…”

Section: Introductionmentioning

confidence: 99%

“…Millennials – those born between 1980 and 2000 – are a significant segment of individuals who purchase premium fashion goods online (Chu et al., 2019; Kim & Lee, 2019). Education, growing income, and increasing buying power make millennials an important sector in many emerging economies (Husain et al., 2021; Jain, 2020; O'Cass & Siahtiri, 2014). Individuals wish to purchase goods that display their success, individuality, and wealth (Bian & Forsythe, 2012; Husain et al., 2020).…”

Section: Introductionmentioning

confidence: 99%

“…A recently published bibliometric analysis shows that brand equity is one of the essential facets of the purchase intention of luxury brands (Husain et al., 2021). Several researches have enabled the companies to identify which luxury brands should be highlighted for individuals and brought into social media, such as electronic word of mouth (Park et al., 2021).…”

Section: Introductionmentioning

confidence: 99%

“…Social media marketing has emerged as one of the best‐suited platforms for engaging luxury individuals and generating brand awareness (Chen & Wang, 2017; Husain et al., 2021). Luxury brands have more choices to access their individuals quickly and effectively by expanding multiple social media channels (Koivisto & Mattila, 2020).…”

Section: Introductionmentioning

confidence: 99%

“…The advent of social media has brought a tremendous revolution for luxury brands in today's era, providing them a new platform to exemplify new innovative means of apprehension and satisfying the individuals (Gupta et al., 2019; Husain et al., 2021; Park et al., 2021; Paul, 2019). Social media promptly intensifies marketing channel length and width that approaches many netizens and delivers unparalleled openings and prospects for building brand reputation and image formation (Correa et al., 2010; Kautish & Sharma, 2019a).…”

Section: Introductionmentioning

confidence: 99%

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The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

Husain

Ahmad

2022

Glob Bus Org Exc

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This research is a comparative study of the marketing of luxury brands by social media and by traditional media. It examines the influence of status consumption and brand equity and shows how they impact on the purchase intention of luxury brands. The research is based on the Indian luxury brand market, a sector that has yet to be studied in any depth. It uses a questionnaire with a convenience sampling strategy that targeted followers of prominent luxury brands in four of India's largest metropolitan cities; 453 usable responses were obtained.The research provides both a model and identifies a number of managerial and theoretical implications. The results show that status consumption and brand equity positively affect the purchase intention, with this being more significant in social media marketing activity than in traditional marketing activities. The research indicates that it would be wise to use a blend of both social and traditional media for marketing luxury brands. For social media campaigns, luxury brand managers should focus on status consumption and brand equity, which should lead to increased intention to purchase.

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“…The term luxury is almost as old as civilization itself (Husain et al., 2021). The luxury fashion market has long drawn the interest of marketing researchers and practitioners.…”

Section: Introductionmentioning

confidence: 99%