Table 6 Future research agenda Research... | Emerald Publishing

Table 6

Future research agenda

Research Areas	Examples of Research Questions
Research Area 1: Unconventional Brand Collaborations	✓ Are unconventional brand collaborations specific to luxury brands? ✓ What are the antecedents and consequences of successful brand collaborations? ✓ Is the “brand fit” notion relevant to unconventional brand collaborations? ✓ Are there any boundaries to the collaborations? For example, how long can an unconventional brand collaboration exist without triggering backlash?
Research Area 2 The effects of unconventional collaborations on luxury brands	✓ Can the phenomenon of unconventional brand collaborations generalize beyond China? ✓ To what extent unconventional brand collaborations can apply to digital possessions? ✓ What are the effects of unconventional collaborations for luxury brands? ✓ To what extent do unconventional collaborations diminish perceptions of exclusivity for luxury brands?
Research Area 3 A nuanced approach to luxury research in China	✓ What nuances of luxury consumption in China exist? ✓ Can Chinese luxury consumption be conceptualized through subcultures, communities, or tribes? ✓ Are Chinese consumers shifting from buyers to tastemakers? ✓ Is Chinese luxury consumption influencing how global luxury brands operate? ✓ What new forms of luxury consumption emerge in China?

Research Areas	Examples of Research Questions
Research Area 1:Unconventional Brand Collaborations	✓ Are unconventional brand collaborations specific to luxury brands? ✓ What are the antecedents and consequences of successful brand collaborations? ✓ Is the “brand fit” notion relevant to unconventional brand collaborations? ✓ Are there any boundaries to the collaborations? For example, how long can an unconventional brand collaboration exist without triggering backlash?
Research Area 2The effects of unconventional collaborations on luxury brands	✓ Can the phenomenon of unconventional brand collaborations generalize beyond China? ✓ To what extent unconventional brand collaborations can apply to digital possessions? ✓ What are the effects of unconventional collaborations for luxury brands? ✓ To what extent do unconventional collaborations diminish perceptions of exclusivity for luxury brands?
Research Area 3A nuanced approach to luxury research in China	✓ What nuances of luxury consumption in China exist? ✓ Can Chinese luxury consumption be conceptualized through subcultures, communities, or tribes? ✓ Are Chinese consumers shifting from buyers to tastemakers? ✓ Is Chinese luxury consumption influencing how global luxury brands operate? ✓ What new forms of luxury consumption emerge in China?

Source(s): The authors