Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions

IF 5.3 3区 管理学 Q1 BUSINESS International Journal of Advertising Pub Date : 2023-08-11 DOI:10.1080/02650487.2023.2246260
Aniruddha Pangarkar, Paurav Shukla
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引用次数: 2

Abstract

Abstract Luxury brands are conduits of attractiveness, desirability, and status and their demand has not been impacted by economic recessions or calamities like the pandemic. Over the years, consumers have purchased luxury brands to engage in conspicuous consumption in order to demonstrate elite status and wealth. Recent research on luxury brands has also generated alternate forms of luxury consumption, notably inconspicuous consumption and inconspicuous minimalism. The digital era poses significant challenges and opportunities to luxury retailers. This article explores the various types of luxury consumption and the trends that exist in digital marketing which luxury advertisers can effectively leverage such as counterfeit brands, virtual reality, augmented reality, phygital, and luxury democratization. These strategies can help luxury advertisers prepare better for engaging customers, involving them throughout different stages of the purchase decision, and bolstering sales and revenues.
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数字世界中不起眼和不起眼的奢侈品消费:见解、含义和未来研究方向
摘要奢侈品牌是吸引力、吸引力和地位的渠道,它们的需求没有受到经济衰退或疫情等灾难的影响。多年来,消费者购买奢侈品牌进行炫耀性消费,以展示精英地位和财富。最近对奢侈品牌的研究也产生了奢侈消费的替代形式,特别是不显眼的消费和不显眼的极简主义。数字时代给奢侈品零售商带来了重大挑战和机遇。本文探讨了各种类型的奢侈品消费以及奢侈品广告商可以有效利用的数字营销趋势,如假冒品牌、虚拟现实、增强现实、phydigital和奢侈品民主化。这些策略可以帮助奢侈品广告商更好地为吸引客户做好准备,让他们参与到购买决策的不同阶段,并提高销售额和收入。
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CiteScore
13.90
自引率
19.40%
发文量
66
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