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Charting research on international luxury marketing: where are we now and where should we go next?

Cleopatra A. Veloutsou · George Christodoulides · Francisco Guzmán

64 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media scientometrics and bibliometrics research

Abstract

Purpose Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to contribute to a better understanding of the research area. Design/methodology/approach Using a systematic approach, 1151 items (papers) were retrieved and 181 selected from the international luxury marketing field published before 2019. These items were analyzed by using various bibliometric techniques to identify the most productive countries, journals, influential authors, papers and research clusters. Findings Although most of the outputs originate from business, management and marketing journals, other disciplines also research this topic. The analysis reveals an emerging field, with 85% of the published papers appearing between 2010 and 2018, which are primarily the output of US- and UK-based authors and none of whom dominates the field. The three identified keyword clusters are (1) consumers and consumption (2) tools and (3) core themes. Practical implications This article contributes to our understanding of the evolution, current status and research trends of published research on international luxury marketing by presenting a mapping analysis and proposing future research directions. Originality/value This is the first bibliometric mapping analysis of research on the topic from its conception to 2019. It contributes insights from different research disciplines, adds to the categorization of the international luxury marketing literature and provides promising future research directions in terms of research areas and strategies.

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References

2009Software survey: VOSviewer, a computer program for bibliometric mapping 2019Literature review as a research methodology: An overview and guidelines 2014Visualizing Bibliometric Networks 1969Statistical bibliography or bibliometrics 1998Personal taste and family face: Luxury consumption in Confucian and western societies 2019Forty-five years of Journal of Business Research: A bibliometric analysis 2011Purchase intention for luxury brands: A cross cultural comparison 2007Comparing alternatives to the Web of Science for coverage of the social sciences’ literature

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