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

Author

Listed:
  • Rubal Rathi

    (BML Munjal University Campus)

  • Ruchi Garg

    (BML Munjal University Campus)

  • Aakanksha Kataria

    (BML Munjal University Campus)

  • Ritu Chhikara

    (BML Munjal University Campus)

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.

Suggested Citation

  • Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.
    • Handle: RePEc:pal:jobman:v:29:y:2022:i:3:d:10.1057_s41262-022-00273-x
    DOI: 10.1057/s41262-022-00273-x
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    3. Duygu Akdevelioglu & Selcan Kara & Victor Perotti, 2024. "The impact of consumer personality and social network position on brand community engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 235-250, May.

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