...Halil Erdem Akoğlu; Kadir Yildiz; Sushant Kumar Purpose Although extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes...

...Sheetal Jain; Sita Mishra; Garima Saxena Purpose In the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D...

...Nabanita Talukdar; Shubin Yu Purpose The purpose of this study is to investigate the underlying psychological mechanism and boundary conditions which drive materialists' purchase intention (PI) of sustainable over generic luxury products. Design/methodology/approach Four empirical studies (one...

...Zahy Ramadan Purpose The notion of luxury has changed due to the democratization and the fast adoption pace of intangible luxury service providers embedding voice-controlled assistants. In particular, Amazon’s Echo Look is expected to further democratize luxury services and consumer experience...

...Joel Hietanen; Pekka Mattila; Antti Sihvonen; Henrikki Tikkanen Purpose The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning...

...Zahy Ramadan; Maya F. Farah; Armig Dukenjian Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while...

... consist of denial of responsibility, and inequality hypothesis of self-deception process, and social acceptance. Operational aspects include: low-cost investment, free riding on luxury brands’ marketing effort, and invisibility from regulators. Finally, relationship management involves projecting image...

...Keith Walley; Paul Custance; Paul Copley; Sue Perry Purpose – The purpose of this paper is to report the findings of a research study that sought to identify the key dimensions of luxury from a UK consumers’ perspective. Design/methodology/approach – The project was empirical in nature...