Key Determinants of Luxury Marketing Accordant with Sustainability-Oriented Value Perspectives

Alpaslan Kelleci
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Alpaslan Kelleci: Department of Business Administration, Faculty of Economics, Administrative and Social Sciences, Istanbul Gelisim University, Istanbul 34310, Turkey

Sustainability, 2022, vol. 14, issue 10, 1-13

Abstract: Thus far, Luxury as Usual has rested on conventual forms of value, such as rarity, excellence, and uniqueness. Nevertheless, today, luxury value perceptions have been changing dramatically, with the emergence of new luxury consumption patterns as well as sustainability-oriented value perspectives. The overarching aim of the current study is to guide tradition-bound luxury brands in attaining competitive advantage by tapping into the key determinants of sustainable luxury. In tackling the key determinants, the paper aspires to provide a theoretical lens by building on the “Four-Stage Model of Value Creation for Sustainability-Oriented Marketing”. This paper also offers a roadmap for luxury brands in transforming their traditional-oriented marketing strategies by providing a “4 × 6 Matrix for the Key Determinants of Sustainable Luxury”, which codifies and systematizes sustainability-oriented luxury marketing.

Keywords: sustainability marketing; sustainable luxury; sustainability-oriented luxury; luxury branding (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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