Topic: 2nd version – Literature review chapter. An analysis of the strategic management techniques of luxury fashion brands on how they influence perceptions and beliefs of the consumer?
Topic: 2nd version – Literature review chapter
An analysis of the strategic management techniques of luxury fashion brands on how they influence perceptions and beliefs of the consumer?
Literature review topics:
2.1 How important is consumer-based brand equity?
2.1.1 Brand salience, resonance, and image
2.2 Hierarchy of effects theory
2.3 New Technology drives new innovation
2.4 The role of social media in marketing
2.4.1 Marketing communication
2.4.2 Integrated Marketing Communications
2.5 The perception in luxury fashion
Luxury fashion consumption is the object of increasing research because of the hedonic benefits it provides, its consequences on consumer buying behaviour (Bilro et al., 2021; Loureiro et al., 2020a) and because it is frequently associated with status and admiration, covered in the conspicuous consumption literature (Amatulli et al., 2020). Luxury brands are recognised to be high quality, offer authentic value, have a prestigious image, be worthy of a premium price and be capable of inspiring a deep connection with the consumer (Ko et al., 2019).
Recent literature offers an overview of how luxury fashion is becoming relevant in marketing (Bazi et al., 2020; Kessous and Valette-Florence, 2019; Loureiro et al., 2020a).
However, research still lacks offering a comprehensive review about the luxury fashion consumption that can map the existing knowledge, aggregate it into relevant topics and offer a research agenda for future research, in spite of the academic and practical relevance of luxury fashion consumption and its influences on consumption behaviours (Mostafa and Arnaout, 2020). The current study aims to bridge that gap. Therefore, the research question that drives this paper is:
Accordingly, the goals for this research are to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer a research agenda for future studies.
The current paper contributes to existing knowledge on luxury fashion consumption in five aspects:
provides an overview of the literature;
uses text mining to understand better the topics studied;
gives the current trend on luxury fashion consumption;
provide gaps and future research agenda; and
and offers an integrative model of the core constructs analysed in previous studies.
Luxury fashion managers benefit from this literature by understanding the relevance of having multiple and integrated store places that inspire and enthusiasm the customer; getting more insights regarding how to act to avoid counterfeit products; recommending effective communication to create desire; giving more relevance to responsible consumption and sustainability issues; and integrating the technologies (e.g. artificial intelligence and virtual and augmented reality) in their multiple store places. This paper also discusses the main trends and future agenda in luxury fashion consumption following the TCM framework (Bilro and Loureiro, 2020; Loureiro et al., 2021; Paul and Rosado-Serrano, 2019), grounded on the previous literature.
The TCM framework splits the future research suggestions into different domains, which include theory (T), characteristics (C) and methodology (M).
This paper offers a literature review and future research agenda for “luxury fashion consumption”. We apply a systematic process to conduct this review, identifying, selecting and analysing data from previous studies compiled in a final pool of papers (De Menezes and Kelliher, 2011).
Systematic reviews intend to eliminate bias using scientific procedures throughout the searches, with methodological rigour, leading to a credible foundation for a future research agenda (Christofi et al., 2017), and the process considers three steps: planning; conducting; and reporting and dissemination (Tranfield et al., 2003). In this review, researchers follow the abovementioned steps by planning and conducting the review, mapping the existing knowledge and reporting the findings to identify gaps and future research opportunities.
The literature search strategy intends to minimise bias by using general search terms in specific databases, cross-referencing between researchers and applying specific inclusion and exclusion criteria (Loureiro et al., 2020b). Following Christofi et al. (2017), researchers consider four core articles in luxury consumption and fashion (Hirschman and Holbrook, 1982; Kim et al., 2016; Ko et al., 2019; Wiedmann et al., 2007).
These articles and their keywords help clarify the context of the luxury consumption field and search for relevant literature in Web of Science (WOS) and Scopus databases (providing coverage of top-quality papers). The initial search was conducted by applying specific keywords on WOS and Scopus following search strings: “luxury AND consumption AND fashion”. First, titles, keywords and abstracts were searched. The search was not limited to a specific time to include all relevant studies.
The search subject field includes all business disciplines and restrictions to published peer-reviewed research written in English (Keupp et al., 2012). The first search returned 621 papers (see Figure 1). The next step was to remove papers out of scope based on title and abstract screening (510 studies excluded). Finally, the remaining 161 were independently reviewed by three researchers applying a quality assessment criterion based on Macpherson and Holt (2007), and only studies that meet all the inclusion criteria for Level 3 were included (see Web Appendix 1).
After the inclusion criteria assessment, researchers filtered the papers by reading the full text of all remaining articles to ensure they were relevant to the research question and objectives. Our final pool of papers is the outcome of the process (see Figure 1), with 73 papers (the final list of papers is available in Web Appendix 2). The later process was conducted by two researchers individually. The researchers then discussed the selections, agreeing with Cohen’s Kappa coefficient >0.80, guaranteeing reduced bias.