ESCP Europe

Item type

Academic Journal

Language

English

Journal

In Journal of Business Research June 2019 99:405-413

Publication year

2019

Item number

10.1016/j.jbusres.2017.08.023

Subjects

• Luxury
• Branding
• Luxury marketing
• Consumer behavior
• Retailing
• Conspicuous consumption

In spite of considerable prior research on luxury branding, no widely accepted definition of “luxury brand” exists. The purpose of this paper is to review the literature in order to: a) summarize the state of knowledge on luxury brand marketing; and b) provide a new and usable definition of a luxury brand. A literature review was conducted with a focus on developing a more useful definition of “luxury brand,” outlining key theoretical perspectives that have been used in this area, and summarizing key research findings. Ko and Megehee's (2012) framework for understanding consumption of luxury brands is used as the guiding conceptual framework for the review. Directions for future research are provided.