Evolution of luxury marketing landscape: a bibliometric analysis and future directions

Rubal Rathi (), Ruchi Garg, Aakanksha Kataria and Ritu Chhikara ()
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Rubal Rathi: BML Munjal University Campus
Ruchi Garg: BML Munjal University Campus
Aakanksha Kataria: BML Munjal University Campus
Ritu Chhikara: BML Munjal University Campus

Journal of Brand Management, 2022, vol. 29, issue 3, No 1, 257 pages

Abstract: Abstract The concept of luxury is archaic, but it is only recently that luxury marketing (LM) has caught academic attention. The result is a growth in global publications. This study examines 34 years of scientific research on LM through bibliometric and content analysis of Scopus data consisting of 893 articles from 271 journals. Results reveal that though the field is still developing, it has been approached from multiple disciplines and methodologies. A structured bibliometric and content analysis enabled an in-depth study of the field’s evolution. Further, the results of bibliographic coupling indicate clusters of emerging themes in LM scholarship such as sustainability, social media marketing, counterfeiting, among others. Finally, a conceptual framework emerging from the thematic clusters and future research directions follow.

Keywords: Bibliometric analysis; Luxury marketing; Luxury research; Luxury branding; Luxury marketing strategy; Bibliographic coupling (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41262-022-00273-x

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