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Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis

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...

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Main Authors: Hati, Sri Rahayu Hijrah, Kamarulzaman, Yusniza, Omar, Nor Asiah
Format: Article
Published: Wiley 2024
Subjects:
HF Commerce
Online Access:http://eprints.um.edu.my/45505/
https://doi.org/10.1111/ijcs.13013
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spelling my.um.eprints.455052024-10-25T02:59:50Z http://eprints.um.edu.my/45505/ Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis Hati, Sri Rahayu Hijrah Kamarulzaman, Yusniza Omar, Nor Asiah HF Commerce 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. Wiley 2024-03 Article PeerReviewed Hati, Sri Rahayu Hijrah and Kamarulzaman, Yusniza and Omar, Nor Asiah (2024) Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis. International Journal of Consumer Studies, 48 (2). e13013. ISSN 1470-6423, DOI https://doi.org/10.1111/ijcs.13013 <https://doi.org/10.1111/ijcs.13013>. https://doi.org/10.1111/ijcs.13013 10.1111/ijcs.13013
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic HF Commerce
spellingShingle HF Commerce
Hati, Sri Rahayu Hijrah
Kamarulzaman, Yusniza
Omar, Nor Asiah
Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis
description 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.
format Article
author Hati, Sri Rahayu Hijrah
Kamarulzaman, Yusniza
Omar, Nor Asiah
author_facet Hati, Sri Rahayu Hijrah
Kamarulzaman, Yusniza
Omar, Nor Asiah
author_sort Hati, Sri Rahayu Hijrah
title Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis
title_short Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis
title_full Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis
title_fullStr Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis
title_full_unstemmed Has the pandemic altered luxury consumption and marketing? A sectoral and thematic analysis
title_sort has the pandemic altered luxury consumption and marketing? a sectoral and thematic analysis
publisher Wiley
publishDate 2024
url http://eprints.um.edu.my/45505/
https://doi.org/10.1111/ijcs.13013
_version_ 1814047570820857856
score 13.211869

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