From runway to homepage: Synthesizing luxury brand strategies in digital scape

Agarwal, Diksha and Kumra, Rajeev (2024) From runway to homepage: Synthesizing luxury brand strategies in digital scape. Asian Journal of Business Research, 14 (2). pp. 101-128. ISSN 2463-4522 (In Press)

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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.

Item Type: Article
Keywords: Luxury Brand Strategy | Online Luxury Consumption | Digital Platforms | Immersive Technology | Co-Creation | Cultural Adoption
Subjects: Social Sciences and humanities > Business, Management and Accounting > Business and International Management
Social Sciences and humanities > Business, Management and Accounting > Marketing
Social Sciences and humanities > Social Sciences > Social Sciences (General)
JGU School/Centre: Jindal Global Business School
Depositing User: Subhajit Bhattacharjee
Date Deposited: 05 Sep 2024 13:42
Last Modified: 05 Sep 2024 13:42
Official URL: https://doi.org/10.14707/ajbr.240175
URI: https://pure.jgu.edu.in/id/eprint/8423

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