Doing more with less: toward a parsimonious approach to examining brand luxury

Abstract

Research relevant to the creation and development of luxury brands is a growing area in the literature. Previous studies have, however, used many different dimensions of luxury, as well as different approaches to luxury, resulting in a lack of clarity with respect to what defines a luxury brand. This paper focuses specifically on this key issue. A meta-analytical approach is utilized to carefully examine the dimensions and relationships underlying the luxury brand. The findings make important contributions to both clarifying the confusion shown in previous luxury brand research and to potentially reducing the vast number of luxury dimensions and approaches previously used, thus providing a useful framework for further research in this area.