Abstract
The increasing preference of consumers to purchase luxury online has caught the attention of luxury retailers over time. It has encouraged retailers to formulate strategies that boost their online revenue. Owing to the importance of the topic, this article presents a detailed and critical review of brand strategies that induce luxury consumption using digital platforms. Using the PRISMA approach and following the systematic review process, the authors have identified five major brand strategies that can help them strengthen their digital game. The article presents a conceptual framework that will help luxury retailers understand the current state of online brand strategies, draw inferences from them, and use them to achieve their future objectives. Academically, the article includes a synthesis of publication trends, methodologies, prominent journals, theories, constructs, and directions for future research using the TCM approach. This will help future researchers gain meaningful insights into the extant work and help them discover gaps to advance the online luxury literature. Further, the paper highlights the industrial implications of the identified brand strategies in the Asian market, as luxury brands have shown an increasing interest in this growing market.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.