Luxury consumption amidst the COVID-19 pandemic

Kumar, Prashant

doi:10.1108/mip-02-2022-0081

Cited by 12 publications

(14 citation statements)

References 48 publications

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“…The literature review suggested that the pandemic has led to changes in luxury consumption in several ways. Based on the first theme of digitalization and innovation, logical solutions to the plummeting sales of luxury products involve embracing new technologies (Kumar, 2023). However, the second theme of consumer behavior revealed that COVID-19 has given a new meaning to luxury, from a material possession to life and experience (Loranger & Roeraas, 2022).…”

Section: Transformational Shifts In Behaviormentioning

confidence: 99%

“…Social responsibility issues were also discussed in several papers related to luxury products during the COVID‐19 pandemic (Bae, 2023; Batat, 2021; Blancheton, 2021; Cvik & Pelikánová, 2021; Kumar, 2023; Pelikánová et al, 2021). According to Kumar (2023), COVID‐19 has transformed the meaning of luxury from the consumers' inner selves to a broader scope–social empathy as luxury consumers are aware of the human suffering experienced by society during the pandemic. Luxury consumers also lay more emphasis on intimacy and social connectedness to be fulfilled by the luxury products to generate happiness, emotional bond, and support during the crisis.…”

Section: Sectoral Analysismentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…First, the physical isolation and lockdown resulted in mass layoffs, causing unemployment and a loss of income (Banks et al, 2020). Consequently, it is unsurprising to see a decrease in demand for luxury products at the start of the pandemic (Kumar, 2023). Second, the COVID-19 pandemic has caused individual and collective trauma (Masiero et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

“…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).…”

Section: Introductionmentioning

confidence: 99%

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

Hati,

Kamarulzaman,

Omar

2024

Int J Consumer Studies

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This study analyzes the literature available on consumer luxury consumption and the marketing of luxury products during the COVID‐19 pandemic. The Scopus database was utilized to search for research on luxury products during the pandemic. The study followed the SPAR‐4‐SLR procedure, with 59 articles analyzed using VOSviewer to provide network and density visualization. Triangulation of analysis was conducted using NVivo as the software offers rigor in the systematic literature review. The VOSviewer network and density visualization show that the analysis of the luxury industry literature can be elucidated by sectors and themes. The results indicate that the majority of the literature on luxury discussed hospitality, especially the hotel setting, followed by luxury fashion and tourism. Many sectors, such as luxury automotive, beauty, arts, and so forth were overlooked. Online landscape, branding, social responsibility, communication, sustainability, the self, and culture are the dominant themes in literature. The study sheds light on important themes, sectors, and research gaps, benefiting academic scholars and industry practitioners in understanding and navigating the challenges and opportunities in the luxury market during crises.

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Section: Transformational Shifts In Behaviormentioning

confidence: 99%

Section: Sectoral Analysismentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

Hati,

Kamarulzaman,

Omar

2024

Int J Consumer Studies

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The grey side of influencer marketing: Content, contexts, and consequences

Jhawar,

Varshney,

Kumar

2024

J of Consumer Behaviour

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The wall of differentiation between genuine recommendations by social media influencers and brand‐sponsored promotions has become thinner since brands are increasingly sponsoring influencers to promote their products and services. This study has followed a qualitative research method using the grounded theory approach to conduct in‐depth, one‐to‐one, semi‐structured interviews with 25 social media users to delve into influencers' brand paid promotions and sponsorship disclosure, which marks a grey area in influencer marketing. The results delineate the grey characteristics of influencers through three main themes: (1) Disclosure of paid promotions/ non‐promotions (i.e., content factors), (2) Consumer conviction conundrum (i.e., context factors), and (3) Social media users' avoidance behaviour (i.e., consequences). This study also defines ‘Sinfluencer’ (i.e., commercially motivated influencers who hide their paid partnerships) and elucidates ‘evaluation’ as a critical step, thereby extending the discussion on the social media engagement cycle.

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Consumer fantasies, feelings, fun …, and death? How mortality salience invokes consumers' fantastical thoughts about luxury products

Geiger‐Oneto,

Shehryar

2024

J of Consumer Behaviour

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Previous research has demonstrated that the salience of one's mortality can influence the consumption of luxury goods because the higher monetary value of luxury goods pads one's self‐esteem which in turn assuages fear aroused by death thought accessibility. The present research presents an alternative explanation for this relationship by exploring the role of fantasy in the relationship between mortality salience and the preference for luxury goods. In four studies, we consistently find that consumers demonstrate a greater preference for luxury goods when their mortality is made salient (vs. control condition). In study 2, we extend previous research by utilizing fantasy engagement to demonstrate that increased preference for luxury goods following mortality salience is constructed through engagement in fantastical thinking. In study 3, we use fantasy proneness as an individual difference variable to show that together, a heightened awareness of mortality and a greater capacity for fantastical thinking lead to a greater preference for luxury goods. Finally, in study 4 we rule out alternative explanatory variables such as materialism and status‐based consumption to demonstrate that fantastical thinking mediates the relationship between death anxiety and evaluation of luxury goods whereas materialism and status‐based consumption do not elicit the same effect. Based on our findings we conclude that when existential concerns are activated, luxury goods allow for greater fantasy engagement than non‐luxury goods and that greater fantasy engagement increases preference for luxury goods. The theoretical and practical implications of our findings are discussed.

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Luxury consumption amidst the COVID-19 pandemic

Cited by 12 publications

References 48 publications

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

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

The grey side of influencer marketing: Content, contexts, and consequences

Consumer fantasies, feelings, fun …, and death? How mortality salience invokes consumers' fantastical thoughts about luxury products

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