Predicting luxury purchases: A new comprehensive framework and research roadmap

Abstract

AbstractThe present paper is a systematic review that brings together and systematizes the articles on luxury marketing based on the target segment’s religion. Religion is believed to guide consumers’ judgments and decisions toward luxury. The mainstream marketing literature has not focused properly on Muslims who make a growing potential market niche that is agreed to require a customized approach. To the best of our knowledge, it is the first attempt undertaken to systematize existing research in this field. A review protocol is designed and implemented. A total of 46 articles on consumer behavior toward luxury sourced from 2011 in peer-reviewed academic journal studies are analyzed. A novel model has been developed which identifies four luxury purchase predictors and offers comprehensive dimensions of each. Based on the identified literature gaps, the study offers suggestions for future researchers as well as luxury marketing practitioners to advance their marketing strategies. This paper theoretically contributes to the existing literature on luxury marketing by proposing a novel framework that can be tested in different marketplaces and used for comparative purposes. The review adds structure and integrates the different findings to enable wider dissemination of the results to audiences interested in marketing luxury considering consumers’ personal, social, cultural, religious, and global factors.

Keywords

• luxury brands
• luxury marketing
• sustainable luxury
• culture
• religion
• religiosity