Charting research on international luxury marketing: Where are we now, and where should we go next?
Overview
Paper Summary
International luxury marketing is a growing but fragmented field, dominated by U.S. and U.K. authors, with limited collaboration and a recent surge in publications. Research focuses on consumer behavior, tools, and core themes, but lacks attention to emerging trends like sustainability and the impact of the Covid-19 pandemic.
Explain Like I'm Five
Scientists looked at how companies sell very expensive, fancy things all over the world. They found many studies, mostly from America and the UK, about why people buy them, but not much about selling things that are good for the Earth or how the big sickness affected sales.
Possible Conflicts of Interest
None identified
Identified Limitations
Rating Explanation
This is a comprehensive review that provides a valuable overview of the international luxury marketing literature. The bibliometric analysis reveals key trends, contributors, and research gaps, offering a roadmap for future research. Although limitations regarding coverage and time bias exist, the study's systematic approach and insightful discussion contribute significantly to the field.
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