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

  • Published: 19 December 2018
  • Volume 69 , pages 233–264, ( 2019 )

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luxury brand research topics

  • Farhad Aliyev 1 , 2 ,
  • Taylan Urkmez 3 &
  • Ralf Wagner 1  

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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.

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Aliyev, F., Urkmez, T. & Wagner, R. A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis. Manag Rev Q 69 , 233–264 (2019). https://doi.org/10.1007/s11301-018-00152-3

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Received : 22 April 2018

Accepted : 12 December 2018

Published : 19 December 2018

Issue Date : 01 September 2019

DOI : https://doi.org/10.1007/s11301-018-00152-3

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