Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis
Document Type
Article
Publication Date
3-1-2024
Abstract
This study analyzes the literature available on consumer luxury consumption and the marketing of luxury products during the COVID-19 pandemic. The Scopus database was utilized to search for research on luxury products during the pandemic. The study followed the SPAR-4-SLR procedure, with 59 articles analyzed using VOSviewer to provide network and density visualization. Triangulation of analysis was conducted using NVivo as the software offers rigor in the systematic literature review. The VOSviewer network and density visualization show that the analysis of the luxury industry literature can be elucidated by sectors and themes. The results indicate that the majority of the literature on luxury discussed hospitality, especially the hotel setting, followed by luxury fashion and tourism. Many sectors, such as luxury automotive, beauty, arts, and so forth were overlooked. Online landscape, branding, social responsibility, communication, sustainability, the self, and culture are the dominant themes in literature. The study sheds light on important themes, sectors, and research gaps, benefiting academic scholars and industry practitioners in understanding and navigating the challenges and opportunities in the luxury market during crises.
Keywords
COVID-19, literature, luxury industry, pandemic, sectors
Divisions
Faculty_of_Business_and_Accountancy
Funders
Direktorat Riset and Pengembangan, Universitas Indonesia
Publication Title
International Journal of Consumer Studies
Volume
48
Issue
2
Publisher
Wiley
Publisher Location
111 RIVER ST, HOBOKEN 07030-5774, NJ USA