Future research directions proposed by extant literature
| Future research avenues | Research questions |
|---|---|
| Domain: theory | |
| Develop new frameworks to explain the shifts in luxury consumption | How to develop a unified theory emerging from the marketing and business? |
| Combine more than one well-known theory | Is there any association between the signalling theory and the theory of leisure class? |
| Can social comparison theory combined with theory of leisure class better explain luxury consumption phenomenon? | |
| What are the outcomes of combining the social comparison theory and signalling theory? | |
| How to create an holistic perspective on the fashion luxury consumption phenomenon? | |
| How to further explore the outcomes of the theory of uniqueness? | |
| Explore frameworks from immersive technologies and adapting to new trends | How can S–O–R framework be extended to compare differences in using augmented reality tools? For example, the impact of AR app versus simple website |
| How can TAM model be adapted to analyse behaviours in the context of AI filters used in social media? | |
| Domain: characteristics | |
| Understand the concept of negative word-of-mouth (WOM) in the context of luxury consumption | What happens after consumers report dissatisfaction and spread negative WOM? |
| How to turn brand hate into brand love? | |
| What is the impact of NWOM in luxury consumption behaviours? | |
| Analyse the new lifestyles of the luxury consumers, involving new concepts and interaction with new constructs | What motivates inconspicuous consumption? |
| What is “new luxury”, and what motivates this behaviour? | |
| What impacts masstige marketing? | |
| What are the motivations behind shifting in purchase behaviour (e.g. from conspicuous to inconspicuous)? | |
| What are the common elements between luxury and “new luxury”? | |
| How to communicate and interact with permanent shifts in luxury consumer behaviour and fashion trends? | |
| Can conscious consumption impact luxury brands’ profits? | |
| Is uniqueness a motivation for conspicuous consumption behaviour? | |
| Can second-hand become the next trend in the luxury market? | |
| Is anti-consumption a motivator for second-hand purchases? | |
| How does brand coolness affect luxury consumers? | |
| What is the relationship between mass and niche cool brands in the luxury context? | |
| Explore new moderators | How does country of origin influence the relationship between luxury items and consumer ratings? |
| How does brand familiarity affect the luxury outcomes? | |
| Explore new mediators | Can engagement explain trends on luxury fashion consumption? How? |
| Can the values of a luxury brand explain the shift in luxury consumption trends (e.g. second-hand)? | |
| How do luxury brand beliefs affect consumer evaluations? | |
| Explore the usage of new immersive technologies | How will the engagement process evolve between consumer and brands with the introduction of AI tools? |
| Can AR provide ecological value in luxury? | |
| Will consumers feel more involved trying on clothes using virtual reality tools? | |
| Are online assistants efficient in helping the luxury consumer? | |
| Domain: methodology | |
| Sample concerns | How can perceptions be different depending on different countries and cultures? |
| How can perceptions be different depending on gender? | |
| Are there any differences in luxury consumption for different generations? | |
| Explore different strategies for studies | How to use mixed-methods approach for a better validation of the findings? |
| How to conduct follow-up studies in luxury context? | |
| How to improve the credibility and validity of the research conducted? | |
| Use different types of analysis for further detailed results | How to explore longitudinal research in the context of luxury? |
| How to conduct experiments on the luxury context (e.g. field experiments and lab-experiments)? | |
| How to use more often text mining approach for research in luxury context? |
| Future research avenues | Research questions |
|---|---|
| Develop new frameworks to explain the shifts in luxury consumption | How to develop a unified theory emerging from the marketing and business? |
| Combine more than one well-known theory | Is there any association between the signalling theory and the theory of leisure class? |
| Can social comparison theory combined with theory of leisure class better explain luxury consumption phenomenon? | |
| What are the outcomes of combining the social comparison theory and signalling theory? | |
| How to create an holistic perspective on the fashion luxury consumption phenomenon? | |
| How to further explore the outcomes of the theory of uniqueness? | |
| Explore frameworks from immersive technologies and adapting to new trends | How can S–O–R framework be extended to compare differences in using augmented reality tools? For example, the impact of AR app versus simple website |
| How can TAM model be adapted to analyse behaviours in the context of AI filters used in social media? | |
| Understand the concept of negative word-of-mouth (WOM) in the context of luxury consumption | What happens after consumers report dissatisfaction and spread negative WOM? |
| How to turn brand hate into brand love? | |
| What is the impact of NWOM in luxury consumption behaviours? | |
| Analyse the new lifestyles of the luxury consumers, involving new concepts and interaction with new constructs | What motivates inconspicuous consumption? |
| What is “new luxury”, and what motivates this behaviour? | |
| What impacts masstige marketing? | |
| What are the motivations behind shifting in purchase behaviour (e.g. from conspicuous to inconspicuous)? | |
| What are the common elements between luxury and “new luxury”? | |
| How to communicate and interact with permanent shifts in luxury consumer behaviour and fashion trends? | |
| Can conscious consumption impact luxury brands’ profits? | |
| Is uniqueness a motivation for conspicuous consumption behaviour? | |
| Can second-hand become the next trend in the luxury market? | |
| Is anti-consumption a motivator for second-hand purchases? | |
| How does brand coolness affect luxury consumers? | |
| What is the relationship between mass and niche cool brands in the luxury context? | |
| Explore new moderators | How does country of origin influence the relationship between luxury items and consumer ratings? |
| How does brand familiarity affect the luxury outcomes? | |
| Explore new mediators | Can engagement explain trends on luxury fashion consumption? How? |
| Can the values of a luxury brand explain the shift in luxury consumption trends (e.g. second-hand)? | |
| How do luxury brand beliefs affect consumer evaluations? | |
| Explore the usage of new immersive technologies | How will the engagement process evolve between consumer and brands with the introduction of AI tools? |
| Can AR provide ecological value in luxury? | |
| Will consumers feel more involved trying on clothes using virtual reality tools? | |
| Are online assistants efficient in helping the luxury consumer? | |
| Sample concerns | How can perceptions be different depending on different countries and cultures? |
| How can perceptions be different depending on gender? | |
| Are there any differences in luxury consumption for different generations? | |
| Explore different strategies for studies | How to use mixed-methods approach for a better validation of the findings? |
| How to conduct follow-up studies in luxury context? | |
| How to improve the credibility and validity of the research conducted? | |
| Use different types of analysis for further detailed results | How to explore longitudinal research in the context of luxury? |
| How to conduct experiments on the luxury context (e.g. field experiments and lab-experiments)? | |
| How to use more often text mining approach for research in luxury context? |
Notes:
NWOM: negative word-of-mouth; WOM: word-of-mouth; SOR: stimulus–organism–response; TAM: theory of planned behaviour
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