Affiliation:
1. GALATASARAY ÜNİVERSİTESİ
Abstract
This study aims to present a review for understanding the changing definition of luxury consumption. The ‘new’ luxury concept is shaped by democratization, globalization, sustainability, and meeting luxury with non-western societies. Although the first footsteps of new luxury began to be heard in the early 2000s, studies on this subject started to increase after 2010. This review focuses on 129 studies carried out in 2010-2021 to explain new luxury concept. It was concluded that ‘attainable luxury’, ‘creatable luxury’, ‘sustainable luxury’ and ‘rental (shareable) luxury’ can be components of new luxury. Accordingly, a framework was created, and adjacent keywords were presented with references. Finally, a research agenda for this ‘new’ luxury trend was presented. In contrast to the current many literature reviews on luxury treating the issue as a conservative and classical concept, this study focuses on the ‘new luxury’ and its potential horizons.
Publisher
Istanbul Gelisim University
Reference143 articles.
1. ACHABOU, M. A., & DEKHILI, S. (2013). Luxury and sustainable development: Is there a match? Journal of Business Research, 66(10), 1896-1903.
2. AJITHA, S., & SIVAKUMAR, V. J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39, 103-113.
3. ALIYEV, F., URKMEZ, T., & WAGNER, R. (2019). A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis. Management Review Quarterly, 69(3), 233-264.
4. ANDJELIC, A. (2010). The Devil Shares Prada, Consumers Want Experiences, Not Products. Retrieved from: https://adage.com/article/digitalnext/devil-shares-prada-sharing-economy-boosts-luxury/299725
5. ARRIGO, E. (2018). Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review, 41(6), 657-679.