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
{"title":"Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions","authors":"Aniruddha Pangarkar, Paurav Shukla","doi":"10.1080/02650487.2023.2246260","DOIUrl":null,"url":null,"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.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.3000,"publicationDate":"2023-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/02650487.2023.2246260","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
13.90
自引率
19.40%
发文量
66
期刊介绍:
期刊最新文献
Effect of disclosing AI-generated content on prosocial advertising evaluation Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan Comments on “How digital innovation has changed marketing: the good, the bad, the ugly” The more you know…? How disclosures, persuasion knowledge training, and political fit impact Cognitive processing of targeted political ads Novelty vs. trust in virtual influencers: exploring the effectiveness of human-like virtual influencers and anime-like virtual influencers
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1