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 )
Cite this article
- Farhad Aliyev 1 , 2 ,
- Taylan Urkmez 3 &
- Ralf Wagner 1
4643 Accesses
34 Citations
Explore all metrics
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.
This is a preview of subscription content, log in via an institution to check access.
Access this article
Subscribe and save.
- Get 10 units per month
- Download Article/Chapter or eBook
- 1 Unit = 1 Article or 1 Chapter
- Cancel anytime
Price includes VAT (Russian Federation)
Instant access to the full article PDF.
Rent this article via DeepDyve
Institutional subscriptions
Similar content being viewed by others
Evolution of luxury marketing landscape: a bibliometric analysis and future directions
An Extensive Glance at Luxury Research Domain 2000–2014: A Bibliometric Analysis—Extended Abstract
The End of Luxury as We Knew It?
Aguilar FJ (1967) Scanning the business environment. Macmillan, New York
Google Scholar
Aliyev F, Wagner R (2018) Cultural influence on luxury value perceptions: collectivist versus individualist luxury perceptions. J Int Consum Market 22:1–15
Aliyev F, Ürkmez T, Wagner R (2018) Luxury brands do not glitter equally for everyone. J Brand Manag 25:337–350
Alvandi M, Fazli S, Najafi S (2013) Investigating the impact of self on attitudes toward luxury brands among teens in Iran. Int Res J Appl Basic Sci 5(7):854–865
Bain and Company (2014) Luxury goods worldwide market study fall winter 2014: the rise of the borderless consumer. http://www.bain.com/publications/articles/luxury-goods-worldwide-market-study-december-2014.aspx . Retrieved 2 Sept 2017
Bain and Company (2016) Luxury goods worldwide market study (Fall–Winter 2016). http://www.bain.com/Images/REPORTLuxury_Goods_Worldwide_Market_Study_2016.pdf . Retrieved 2 Sept 2017
Bain and Company (2017) Luxury goods worldwide market study (Fall–Winter 2017). http://www.bain.de/Images/BAIN_REPORT_Global_Luxury_Report_2017.pdf . Retrieved 5 July 2018
Baker J, Ashill N, Amer N, Diab E (2018) The internet dilemma: an exploratory study of luxury firms’ usage of internet-based technologies. J Retail Consum Serv 41:37–47
Berry CJ (1994) The idea of luxury: a conceptual and historical investigation. Cambridge University Press, New York
Berthon P, Pitt L, Parent M, Berthon JP (2009) Aesthetics and ephemerality: observing and preserving the luxury brand. Calif Manag Rev 52(1):45–66
Bian Q, Forsythe S (2012) Purchase intention for luxury brands: a cross cultural comparison. J Bus Res 65(10):1443–1451
Bleiklie I, Kogan M (2007) Organization and governance of universities. High Educ Policy 20(4):477–493
Bourdieu P (1984) Distinction: a social critique of the judgement of taste. Harvard University Press, Cambridge
Chandon JL, Laurent G, Valette-Florence P (2016) Pursuing the concept of luxury: introduction to the JBR special issue on “luxury marketing from tradition to innovation”. J Bus Res 69(1):299–303
Cheah I, Zainol Z, Phau I (2016) Conceptualizing country-of-ingredient authenticity of luxury brands. J Bus Res 69(12):5819–5826
Chen J, Teng L, Liu S, Zhu H (2015) Anticipating regret and consumers’ preferences for counterfeit luxury products. J Bus Res 68(3):507–515
Chevalier M, Mazzalovo G (2008) Luxury brand management: a world of privilege. Wiley, Singapore
Choi E, Ko E, Kim AJ (2016) Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters. J Bus Res 69(12):5827–5832
Christodoulides G, Michaelidou N, Li CH (2009) Measuring perceived brand luxury: an evaluation of the BLI scale. J Brand Manag 16(5–6):395–405
Cornell A (2002) Cult of luxury: the new opiate of the masses. Aust Financ Rev 47
Corneo G, Jeanne O (1997) Conspicuous consumption, snobbism and conformism. J Public Econ 66(1):55–71
Cristini H, Kauppinen-Räisänen H, Barthod-Prothade M, Woodside A (2017) Toward a general theory of luxury: advancing from workbench definitions and theoretical transformations. J Bus Res 70:101–107
Csikszentmihalyi M (2014) Flow and the foundations of positive psychology. Springer, Amsterdam
d’Astous A, Boujbel L (2007) Positioning countries on personality dimensions: scale development and implications for country marketing. J Bus Res 60(3):231–239
De Angelis M, Adıgüzel F, Amatulli C (2017) The role of design similarity in consumers’ evaluation of new green products: an investigation of luxury fashion brands. J Clean Prod 141:1515–1527
de Nooy W, Mrvar A, Batagelj V (2005) Exploratory social network analysis with Pajek. Cambridge University Press, New York
de Nooy W, Mrvar A, Batagelj V (2011) Exploratory social network analysis with Pajek. Cambridge University Press, New York
Dion D, Mazzalovo G (2016) Reviving sleeping beauty brands by rearticulating brand heritage. J Bus Res 69(12):5894–5900
Dubois B, Duquesne P (1993) The market for luxury goods: income versus culture. Eur J Market 27(1):35–44
Dubois B, Laurent G (1993) Is there a Euro-consumer for luxury goods? Eur Adv Consum Res 1:58–69
Dubois B, Laurent G (1996) Le luxe par-delà les frontières: une étude exploratoire dans douze pays. Décis Market 9:35–43
Dubois B, Laurent G, Czellar S (2001) Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. Consumer Research Working Paper 736, HEC School of Management, Jouy-en-Josas
Dubois B, Czellar S, Laurent G (2005) Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries. Market Lett 16(2):115–128
eMarketer (2016) Worldwide ad spending. http://www.strathcom.com/wp-content/uploads/2016/11/eMarketer_Worldwide_Ad_Spending-eMarketers_Updated_Estimates_and_Forecast_for_20152020.pdf . Retrieved 15 May 2018
eMarketer (2017) Worldwide retail ecommerce sales: eMarketer’s updated estimates and forecast through 2021. https://www.emarketer.com/Report/Worldwide-Retail-Ecommerce-Sales-eMarketers-Updated-Forecast-New-Mcommerce-Estimates-20162021/2002182 . Retrieved 15 May 2018
Festinger L (1954) A theory of social comparison processes. Hum Relat 7(2):117–140
Fetscherin M, Heinrich D (2015) Consumer brand relationships research: a bibliometric citation meta-analysis. J Bus Res 68(2):380–390
Fionda AM, Moore CM (2009) The anatomy of the luxury fashion brand. J Brand Manag 16(5–6):347–363
Fisch C, Block J (2018) Six tips for your (systematic) literature review in business and management research. Manag Rev Q 68(2):103–106
Franke N, Schreider M (2010) Why customers value self-designed products: the importance of process effort and enjoyment. J Prod Innov Manag 27(7):1020–1031
Freire NA (2014) When luxury advertising adds the identitary values of luxury: a semiotic analysis. J Bus Res 67(12):2666–2675
Garfield E (2009) From the science of science to Scientometrics visualizing the history of science with HistCite software. J Informetr 3(3):173–179
Ghosh A, Varshney S (2013) Luxury goods consumption: a conceptual framework based on literature review. South Asian J Manag 20(2):146
Gil LA, Kwon KN, Good LK, Johnson LW (2012) Impact of self on attitudes toward luxury brands among teens. J Bus Res 65(10):1425–1433
Godey B, Pederzoli D, Aiello G, Donvito R, Chan P, Oh H, Singh R, Skorobogatykh II, Tsuchiya J, Weitz B (2012) Brand and country-of-origin effect on consumers’ decision to purchase luxury products. J Bus Res 65(10):1461–1470
Godey B, Manthiou A, Pederzoli D, Rokka J, Aiello G, Donvito R, Singh R (2016) Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. J Bus Res 69(12):5833–5841
Goody J (2006) From misery to luxury. Soc Sci Inf 45(3):341–348
Gumport PJ (2000) Academic restructuring: organizational change and institutional imperatives. High Educ 39(1):67–91
Gurzki H, Woisetschläger DM (2017) Mapping the luxury research landscape: a bibliometric citation analysis. J Bus Res 77:147–166
Hagtvedt H, Patrick VM (2009) The broad embrace of luxury: hedonic potential as a driver of brand extendibility. J Consum Psychol 19(4):608–618
Han YJ, Nunes JC, Drèze X (2010) Signaling status with luxury goods: the role of brand prominence. J Market 74(4):15–30
Heine K, Phan M (2011) Trading-up mass-market goods to luxury products. Aust Market J 19(2):108–114
Higgins ET (1987) Self-discrepancy: a theory relating self and affect. Psychol Rev 94(3):319
Hirschman E (1988) Upper class WASPs as consumers: a humanistic inquiry. Res Consum Behav 3:115–148
Hirschman EC, Holbrook MB (1982) Hedonic consumption: emerging concepts, methods and propositions. J Market 1:92–101
Hung KP, Huiling Chen A, Peng N, Hackley C, Amy Tiwsakul R, Chou CL (2011) Antecedents of luxury brand purchase intention. J Prod Brand Manag 20(6):457–467
Joseph M, Mullen EW, Spake D (2012) University branding: understanding students’ choice of an educational institution. J Brand Manag 20(1):1–2
Kang YJ, Park SY (2016) The perfection of the narcissistic self: a qualitative study on luxury consumption and customer equity. J Bus Res 69(9):3813–3819
Kapferer JN (1997) Managing luxury brands. J Brand Manag 4(4):251–259
Kapferer JN (2014) The future of luxury: challenges and opportunities. J Brand Manag 21(9):716–726
Kapferer JN, Bastien V (2009) The specificity of luxury management: turning marketing upside down. J Brand Manag 16(5–6):311–322
Kapferer JN, Laurent G (2016) Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries. J Bus Res 69(1):332–340
Kastanakis MN, Balabanis G (2014) Explaining variation in conspicuous luxury consumption: an individual differences’ perspective. J Bus Res 67(10):2147–2154
Kaufmann HR, Petrovici DA, Filho CG, Ayres A (2016) Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. J Bus Res 69(12):5735–5747
Kim S, Park G, Lee Y, Choi S (2016) Customer emotions and their triggers in luxury retail: understanding the effects of customer emotions before and after entering a luxury shop. J Bus Res 69(12):5809–5818
Leclerc F, Schmitt BH, Dubé L (1994) Foreign branding and its effects on product perceptions and attitudes. J Market Res 31(2):263–270
Lee JE, Watkins B (2016) Youtube vloggers influence on consumer luxury brand perceptions and intentions. J Bus Res 69(12):5753–5760
Liu X, Burns AC, Hou Y (2013) Comparing online and in-store shopping behavior towards luxury goods. Int J Retail Distrib Manag 41(11/12):885–900
Liu S, Perry P, Moore C, Warnaby G (2016) The standardization-localization dilemma of brand communications for luxury fashion retailers’ internationalization into China. J Bus Res 69(1):357–364
Malhotra NK (2010) Marketing research: an applied orientation. Pearson, Upper Saddle River
Mason RS (1981) Conspicuous consumption. St. Martin’s Press, New York
Mason R (1984) Conspicuous consumption: a literature review. Eur J Market 18(3):26–39
Moon H, Sprott D (2016) Ingredient branding for a luxury brand: the role of brand and product fit. J Bus Res 69(12):5768–5774
Nebenzahl ID, Jaffe ED, Usunier JC (2003) Personifying country of origin research. Manag Int Rev 43(4):383–406
Nueno JL, Quelch JA (1998) The mass marketing of luxury. Bus Horiz 41(4):61–68
O’cass A, Frost H (2002) Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption. J Prod Brand Manag 11(2):67–88
O’cass A, McEwen H (2004) Exploring consumer status and conspicuous consumption. J Consum Behav 4(1):25–39
Ontrup J, Ritter H, Scholz SW, Wagner R (2009) Detecting, assessing and monitoring relevant topics in virtual information environments. IEEE Trans Knowl Data Eng 21(3):415–427
Pantano E, Passavanti R, Priporas CV, Verteramo S (2018) To what extent luxury retailing can be smart? J Retail Consum Serv 43:94–100
Peshkova A, Urkmez T, Wagner R (2016) Intimacy of the Russian upper middle class with luxury fashion. J Glob Sch Market Sci 26(2):152–173
Phau I, Prendergast G (2000) Consuming luxury brands: the relevance of the ‘rarity principle’. J Brand Manag 8(2):122–138
Randhawa P, Calantone RJ, Voorhees C (2015) The pursuit of counterfeited luxury: an examination of the negative side effects of close consumer-brand connections. J Bus Res 68(11):2395–2403
Rossiter JR, Percy L (1997) Advertising communications and promotion management. McGraw-Hill, New York
Rusk RD, Waters LE (2013) Tracing the size, reach, impact, and breadth of positive psychology. J Posit Psychol 8(3):207–221
Sandström U, van den Besselaar P (2016) Quantity and/or quality? The importance of publishing many papers. PLoS ONE 11(11):1–16
Sekora J (1977) Luxury: the concept in Western thought, Eden to Smollett. Johns Hopkins University Press, Baltimore
Seuring S, Gold S (2012) Conducting content-analysis based literature reviews in supply chain management. Supply Chain Manag Int J 17(5):544–555
Sheth JN, Newman BI, Gross BL (1991) Why we buy what we buy: a theory of consumption values. J Bus Res 22(2):159–170
Shukla P (2010) Status consumption in cross-national context: socio-psychological, brand and situational antecedents. Int Market Rev 27(1):108–129
Shukla P (2011) Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: measuring interfunctional interactions and a cross-national comparison. J World Bus 46(2):242–252
Shukla P, Purani K (2012) Comparing the importance of luxury value perceptions in cross-national contexts. J Bus Res 65(10):1417–1424
Shukla P, Banerjee M, Singh J (2016) Customer commitment to luxury brands: antecedents and consequences. J Bus Res 69(1):323–331
Silverstein MJ, Fiske N (2003) Luxury for the masses. Harvard Bus Rev 81(4):48–57
Stegemann N, Denize SM, Miller K (2007) Measuring consumers’ attitudes to luxury. In: International research conference in marketing 2007. Aix Graduate School of Management, University Paul Cezanne
Stokburger-Sauer NE, Teichmann K (2013) Is luxury just a female thing? The role of gender in luxury brand consumption. J Bus Res 66(7):889–896
Sung Y, Choi SM, Ahn H, Song YA (2015) Dimensions of luxury brand personality: scale development and validation. Psychol Market 32(1):121–132
Timokhina G, Urkmez T, Wagner R (2018) Cross-cultural variations in consumer behavior: a literature review of international studies. South East Eur J Econ Bus 13(2):49–71
Truong Y, McColl R, Kitchen PJ (2009) New luxury brand positioning and the emergence of masstige brands. J Brand Manag 16(5–6):375–382
Tsai SP (2005) Impact of personal orientation on luxury-brand purchase value: an international investigation. Int J Mark Res 47(4):427–452
Twitchell JB (2003) Living it up: America’s love affair with luxury. Columbia University Press, New York
Tynan C, McKechnie S, Chhuon C (2010) Co-creating value for luxury brands. J Bus Res 63(11):1156–1163
Usunier J, Lee JA (2009) Marketing across culture. Prentice Hall, London
Veblen TB (1899) The theory of the leisure class. Houghton Mifflin, Boston
Vickers JS, Renand F (2003) The marketing of luxury goods: an exploratory study—three conceptual dimensions. Market Rev 3(4):459–478
Vigneron F, Johnson LW (1999) A review and a conceptual framework of prestige-seeking consumer behavior. Acad Market Sci Rev 1(1):1–15
Vigneron F, Johnson LW (2004) Measuring perceptions of brand luxury. J Brand Manag 11(6):484–506
Wagner R, Urkmez T (2015) Is your perception of “luxury” similar to mine? A concept made of absolute and relative features. J Euromarket 24(1):20–40
Ward D, Chiari C (2008) Keeping luxury inaccessible. Munich Personal Repec Archive, 11373. Retrieved from http://mpra.ub.uni-muenchen.de/id/eprint/11373
Wiedmann KP, Hennigs N, Siebels A (2007) Measuring consumers’ luxury value perception: a cross-cultural framework. Acad Market Sci Rev 7(7):333–361
Wiedmann KP, Hennigs N, Siebels A (2009) Value-based segmentation of luxury consumption behavior. Psychol Market 26(7):625–651
Wong Y, Ahuvia CA (1998) Personal taste and family face: luxury consumption in Confucian and Western societies. Psychol Market 15(5):423–441
Yoo J, Park M (2016) The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. J Bus Res 69(12):5775–5784
Zupic I, Čater T (2015) Bibliometric methods in management and organization. Organ Res Methods 18(3):429–472
Download references
Author information
Authors and affiliations.
SVI-Endowed Chair for International Direct Marketing, DMCC-Dialog Marketing Competence Center, University of Kassel, Mönchebergstraße 1, 34125, Kassel, Germany
Farhad Aliyev & Ralf Wagner
International School of Management, Hamburg, Germany
Farhad Aliyev
SolBridge International School of Business, Daejeon, South Korea
Taylan Urkmez
You can also search for this author in PubMed Google Scholar
Corresponding author
Correspondence to Farhad Aliyev .
Electronic supplementary material
Below is the link to the electronic supplementary material.
Supplementary material 1 (DOCX 45 kb)
Rights and permissions.
Reprints and permissions
About this article
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
Download citation
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
Share this article
Anyone you share the following link with will be able to read this content:
Sorry, a shareable link is not currently available for this article.
Provided by the Springer Nature SharedIt content-sharing initiative
- Bibliometric analysis
- Literature review
- Research collaborations
- Theory usage
- Find a journal
- Publish with us
- Track your research
IMAGES