Luxury experience and consumer behavior: a literature review
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
3-13-2023
Abstract
Purpose: The luxury experience is a growing and crucial component of luxury marketing. Experiences inspire consumers to engage with luxury brands. Although several research studies have shed light on the origin, development, and prominence of luxury experiences among consumers, there is a scarcity of research that analyzes the current knowledge holistically. As a result, this study uses a systematic literature review technique to better understand the trends in the luxury experience and consumer behavior literature and suggests future research directions to further develop the subject area. Design/methodology/approach: Using the theory-context-characteristics-methodology (TCCM) framework, this study examines 130 articles on the luxury experience and consumer behavior. Findings: Most research on luxury experiences has focused on the luxury service experience in the context of hospitality and tourism. Future researchers should explore avenues for providing luxury experience to consumers in the luxury products industry. In addition, more research is needed into the influences of the recent COVID-19 outbreak and technological advancements on consumers' luxury experiences. Originality/value: The study is unique as it (1) presents a state-of-the-art understanding of the luxury experience and consumer behavior literature by analyzing the applied theories, research contexts, study characteristics, and methods used in the past studies and (2) suggests future research opportunities to advance the field. The findings will also assist luxury brand managers in designing a consumer's exceptional luxury experience.
Journal Title
Marketing Intelligence and Planning
Journal ISSN
02634503
Volume
41
Issue
2
First Page
199
Last Page
213
Digital Object Identifier (DOI)
10.1108/MIP-12-2021-0438