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|  | | A Comprehensive Look at Luxury Brand Marketing Research from 2000 to 2016: A Bibliometric Study and Content Analysis | The purpose of this study is to examine how scholarly research on luxury brand mar-
keting has evolved in the twenty-first century. This literature review focuses on 242
articles related to luxury marketing. The contributions of these articles are thoroughly
analyzed, combining qualitative interpretations with bibliometric citation analysis that
uses a social network of referrals. This study identifies the most influential universi-
ties, research outlets, and scholars in the recent evolution of luxury marketing research.
The study also identifies current and future research streams, geographic scope, and
underlying research methodologies, and it reveals the most frequently used theories
and prominent constructs in luxury marketing research. There are few studies that
have examined the literature review of the luxury marketing discipline. No previous
research has investigated luxury branding by means of a bibliometric analysis and
qualitative assessment within such a large scope. Building on the results of this analy-
sis, researchers can target their studies precisely and, thus, increase the contributions
of their empirical research. | | | Autor | Prof. Dr. Ralf Wagner
Aliyev, Farhad; Urkmez, Taylan | | | | Artikel | | Fachbereich | | Fachrichtung | | 2019 | | Betriebswirtschaftslehre | | Marketing/Absatz |
| | | | Schlagwörter | | Bibliometric analysis, brand marketing, Luxury, content analysis |
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