Journal of Product & Brand Management: Volume 31 Issue 3

Guest editorial: a roadmap and future research agenda for luxury marketing and branding research

Assessing levers of guilt in luxury consumption: an international perspective

For as long as luxury has existed, it has been criticized, by philosophers and moralists, who condemn self-indulgence, hedonism and vanity. Yet these concerns have not prevented…

What matters most to ultra-high-net-worth individuals? Exploring the UHNWI luxury customer experience (ULCX)

This study aims to explore the customer experiences (CXs) of an under-researched luxury client segment, the ultra-high-net-worth individuals (UHNWI) in three settings, yacht-made…

New luxury: defining and evaluating emerging luxury trends through the lenses of consumption and personal values

Given the unclear lines between traditional and newly emerged luxury, this research aims to explore which luxury consumption values are important to young consumers (aged 18–44…

Is it love or just like? Generation Z’s brand relationship with luxury

This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received…

Constructing generational identity through counterfeit luxury consumption

This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective.

Understanding the antecedents to luxury brand consumer behavior

This paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group influence…

Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media

As luxury goods are losing their importance for demonstrating status, wealth or power to others, individuals are searching for alternative status symbols. Recently, individuals…

The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products

This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products.

The impact of gender on the evaluation of vertical line extensions of luxury brands: a cross-national study

The purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The topic of…

Artification strategies to improve luxury perceptions: the role of adding an artist name

The purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the underlying…

Compromise pricing in luxury

Going beyond odd and even prices, this paper aims to explore the rationale behind the widespread practice of setting prices ending in “50” or “80” in the luxury industry. The…