Charting research on international luxury marketing: where are we now and where should we go next?

Veloutsou, Cleopatra; Christodoulides, George; Guzmán, Francisco

doi:10.1108/imr-04-2021-0154

Cited by 39 publications

(53 citation statements)

References 78 publications

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“…The growing importance of luxury brands and recent calls for research on the topic (Conejo et al , 2020; Ko et al , 2019; Veloutsou et al , 2021), and to further understand consumption behavior as a response to the pandemic (Donthu and Gustafsson, 2020; Kirk and Rifkin, 2020; Guthrie et al , 2021; Pasquinelli et al , 2021), motivate this work. Prior studies have examined how loneliness and satisfaction with current relationships affect conspicuous consumption (Liu et al , 2020).…”

Section: Introductionmentioning

confidence: 99%

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

Thapa

Guzmán

Paswan

2022

JPBM

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Purpose The purpose of this paper is to investigate how consumers’ luxury purchase behavior has been affected by COVID-19. A theoretical framework is proposed to determine how isolation leads to intention to purchase luxury brands through bandwagon luxury consumption behavior. Additionally, the moderating effects of COVID-19 anxiety and social capital on the relationship between bandwagon luxury consumption behavior and subjective well-being and intention to purchase luxury brands are tested. Design/methodology/approach Survey responses from a national sample of 261 luxury consumers in the USA were collected. The data were analyzed using a covariance-based structural equation modeling technique. Findings The results confirm that the feeling of isolation leads to a higher intention to purchase luxury brands. Both COVID-19 anxiety and social capital moderate the relationship between bandwagon luxury consumption behavior and intention to purchase luxury brands/subjective well-being related to the luxury brand purchase. Research limitations/implications Luxury marketers should focus on highlighting bandwagon elements of their brands, such as their popularity and how they enhance social connectedness when tailoring their brand communication to isolated consumers. The data is limited to luxury consumers in the USA; thus, the findings are specific to the US market. Originality/value Given the paucity of research on luxury consumption for isolated consumers, this study adds to the literature on luxury brands by examining how the feeling of isolation affects the intention to purchase luxury brands.

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Section: Introductionmentioning

confidence: 99%

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

Thapa

Guzmán

Paswan

2022

JPBM

Self Cite

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“…Accordingly, this study investigates the shift in luxury consumers' perception towards luxury consumption and the subsequent changes in the meaning of luxury. Thus, it addresses Veloutsou et al. ’s (2022) call for research that comprehensively investigates the meaning of luxury during the pandemic.…”

Section: Discussionmentioning

confidence: 99%

“…, 2020). Thus, over the decades, luxury has evolved from long-term ownership, permanent wealth and artistic, creative, customised and tailor-made creations to short-term fashion statements, democratisation and unique living experiences (Veloutsou et al. , 2022; Cristini et al.…”

Section: Literature Reviewmentioning

confidence: 99%

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Luxury consumption amidst the COVID-19 pandemic

Kumar

2022

MIP

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PurposeThis study investigates shifts in luxury consumers' perceptions regarding luxury consumption, subsequent changes in the meaning of luxury and antecedents of luxury observed amidst the COVID-19 pandemic.Design/methodology/approachOverall, 145, one-to-one qualitative interviews were conducted online with luxury consumers and the data acquired was analysed using NVivo.FindingsPhygital connectedness and access-based consumption are the future of luxury for luxury consumers' well-being, social connectedness, living experience and rational and thoughtful luxury consumption. Moreover, distinct luxury symbols (e.g. conciseness towards societal connotation of luxury goods and consumption, empathy, wisdom and maturity) and transformation expectations (for the self, others in society and luxury brands) govern luxury consumption behaviour.Research limitations/implicationsThe meaning of luxury amidst the pandemic is explained along a continuum, from luxury transforming consumers' inner selves to influencing other consumers' lives to transforming society.Practical implicationsLuxury professionals should include phygital experience, sustainability, social–cultural sensitivity, empathy, symbolism, mindfulness and thoughtfulness in marketing strategies.Originality/valueNew perspectives have enriched the realm of luxury.

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“…The keywords were retrieved from Scopus and cleaned accordingly (e.g. “consumer behavior” and “consumer behaviour” to “consumer behaviour”) (Veloutsou et al , 2021). Furthermore, articles in each knowledge cluster were recognized using the bibliographic coupling technique, which uses references to determine the similarity among articles (Baker et al , 2020; Donthu et al , 2021b; Mukherjee et al , 2021; Viglia et al , 2021).…”

Section: Methodsmentioning

confidence: 99%

Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis

Donthu

Kumar

Sahoo

et al. 2022

JPBM

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Purpose The Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective overview of JPBM. Design/methodology/approach This research examines the performance of the research constituents, social structure and intellectual structure of scholarly publications produced by JPBM between 1992 and 2021 using bibliometric analysis. Findings This research sheds light on the growing influence of JPBM through four major knowledge clusters (themes): strategic brand management; consumer behavior; product development and innovation management; and brand engagement. A temporal analysis of decade-by-decade cataloguing of the JPBM corpus revealed another set of three distinct knowledge clusters (themes): retailing and pricing strategies; marketing communications; and relationship marketing. Research limitations/implications Though the state-of-the-art overview herein offers seminal and useful insights about product and brand management research curated by JPBM, which can be used by the editorial board and prospective authors to curate and position the novelty of future contributions, it remains limited to the accuracy and availability of bibliographic records acquired from Scopus. Originality/value This research advances the internal review and subjective evaluation of the evolution of brand management thinking in JPBM by Veloutsou and Guzmán (2017) with an objective retrospection on the performance and scientific evolution of product and brand management research in JPBM.

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Charting research on international luxury marketing: where are we now and where should we go next?

Cited by 39 publications

References 78 publications

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

Luxury consumption amidst the COVID-19 pandemic

Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis

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