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A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis

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Abstract

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.

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Authors and Affiliations

  1. SVI-Endowed Chair for International Direct Marketing, DMCC-Dialog Marketing Competence Center, University of Kassel, Mönchebergstraße 1, 34125, Kassel, Germany

    Farhad Aliyev & Ralf Wagner

  2. International School of Management, Hamburg, Germany

    Farhad Aliyev

  3. SolBridge International School of Business, Daejeon, South Korea

    Taylan Urkmez

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  1. Farhad Aliyev
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Correspondence to Farhad Aliyev.

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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

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