The role of intangible attributes of luxury brands for signalling status: A systematic literature review

Abstract

Previously, signalling status had been primarily studied from the conspicuousness of luxury brands, including high prices and prominent designs. However, less attention has been directed toward other elements of brands that could be strategically managed in order to enable consumers signalling status. This study synthesizes the literature using a framework based on four intangible attributes of luxury brands: user profile, purchase usage, personality and values and heritage. The topics studied under each of the four intangible attributes were analysed using a systematic approach. Based on the interconnectedness of the topics studied, this review proposes that the intangible attributes used as a framework may have a synergistic interaction, in contrast with the current perspective that considers them as independently and equally relevant for consumers signalling status. It also reports the psychological function of these intangible attributes and supports the notion that consumers use luxury brands either to routinely affirm their status within a group or to enhance that status. This review contributes to the literature on luxury and signalling by considering luxury consumption as a social process. A functional perspective on the intangible attributes of luxury brands provides the basis for some insightful directions to advance this field of research.

A powerful tip: Power's impact on tipping behavior

“…Previous research has suggested that power can originate from sources such as control over others, possession of knowledge, or ownership of material that is desired by others such as luxury brands (French & Raven, 1959; Fuentes et al, 2023). The possession of status is also a source of acquiring power since it represents control over valuable resources (Ho et al, 2023).…”

Phygital luxury experiences. A correspondence analysis on retail technologies

“…Recent research has shown increased interest in the role of customers' emotions and experiences, leading to the need to deliver meaningful services (Ko et al, 2019). Therefore, attracting customers with delightful experiences is asserted as one of the main objectives in today's retail environment (Grewal et al, 2009; Verhoef et al, 2009), as well as a pivotal aspect of luxury retail management (Fuentes et al, 2023; Kauppinen‐Raisanen et al, 2020).…”

Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis

“…Luxury goods are commodities that possess physical, social, and psychological values that signify status besides contributing to luxurious living (Fuentes et al, 2023;Kumar, 2023;Slaton & Hurst, 2023).…”

“…The aforementioned phenomena raised various questions that need to be investigated. First, which sectors of the luxury industry This review stands out from recent literature reviews on luxury products, notably differing from studies such as the study conducted by Fuentes et al (2023) which delves into the roles of luxury products as a social process signaling status, and the study by Luna-Cortés et al (2022) which focuses more on the hospitality industry. This study is expected to make a dual contribution, offering perspectives from both bibliometric and systematic literature review angles.…”

“…Luxury goods are commodities that possess physical, social, and psychological values that signify status besides contributing to luxurious living (Fuentes et al, 2023; Kumar, 2023; Slaton & Hurst, 2023). For generations, the consumers' demand for material possessions and the luxury lifestyle have financially helped luxury firms internationally (Ko et al, 2019).…”