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Scholars agree that the environmental and societal impacts of consumption require greater attention, and need examining in more diverse market contexts. This editorial essay focuses on the nascent area of ethical/sustainable luxury, and critically considers how the scope of ethical/sustainable consumption can be broadened in the luxury sector. We address the compatibility of ethicality/sustainability and luxury by examining a range of opportunities (e.g., durability, rarity, quality, local embedment) and inherent tensions (e.g., excess, prestige, self-gratification, uniqueness) in relation to improving the ethical/sustainable consumption practices within the luxury sector. We also introduce several original articles published as part of this Thematic Symposium, whose arguments underscore both the merits, and flaws, of ethical/sustainable luxury. On the basis of this and prior research, we present a balanced perspective by identifying various factors that facilitate or inhibit the acceptance and furtherance of ethicality/sustainability within sector. Thus, this essay serves as a springboard for further research and development in ethical/sustainable luxury whilst simultaneously highlighting the importance of the topic in general.

Purpose This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals. Design/methodology/approach This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses. Findings The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience. Practical implications To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand. Originality/value This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.

Purpose The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices. Design/methodology/approach Quantitative content analysis and multiple correspondence analysis are used to examine female representations in the advertising of personal care products on social media. The sample includes brand posts from 15 brands on two social media platforms. Findings The results demonstrate that non-luxury brands use femvertising to a greater extent compared to luxury brands. In particular, this study shows that luxury brands rely more on stereotyped gender expressions and use more sexualisation in their advertising, relative to non-luxury brands. Research limitations/implications This study provides an analysis of luxury and non-luxury brands’ femvertising practices on social media. In doing so, this study extends the study of femvertising to the context of luxury and social media, which is currently underexplored. In terms of practical implications, this study sheds light on the extent of the application of femvertising across luxury and non-luxury brands on social media. Practical implications The findings drive a number of suggestions for luxury marketers, including the use of more independent gender roles and more racial diversity in their social media advertising and the lessening of unrelated sexuality. Originality/value To the best of the authors’ knowledge, this study is the first to compare femvertising practices of luxury and non-luxury brands on social media, delineating different facets of femvertising (e.g. gender roles, diversity, etc.) and extending scholarly understanding of the possible facets of this concept.

Purpose This study aims to explore the antecedents related to luxury brand loyalty in the Indian Gen Z consumer segment. It obtains the connection between luxury brand attachment, luxury brand trust and luxury brand loyalty. The study also envisages how luxury brand trust plays a mediation role in strengthening the relationship between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. Design/methodology/approach The empirical investigation is based on the Indian Gen Z consumer segment. Data was acquired with the help of a structured questionnaire, following convenience and snowball sampling techniques. A total of 230 primary responses was used for the statistical analysis of the present research. The analysis was carried out with the help of SmartPLS software to validate a proposed model and corresponding hypotheses. Findings The research findings demonstrate that two major branding outcomes support luxury brand loyalty behavior in the Indian Gen Z consumer segment: luxury brand attachment and luxury brand trust. Corporate social responsibility (CSR) attributes and sustainability attributes, luxury product attributes, luxury brand attributes and social media attributes positively influence luxury brand attachment in the Indian Gen Z consumer segment. CSR attributes and sustainability attributes have negligible contribution toward positively influencing luxury brand trust towards the same. However, when luxury brand trust is combined with luxury brand attachment, then luxury brand trust plays a significant role in enhancing luxury brand loyalty among the Indian Gen Z consumer segment. Then, luxury brand attributes, product attributes and social media attribute positively impact luxury brand trust in the Indian Gen Z consumer segment. The study also identifies that luxury brand trust plays a significant mediation role in consolidating the relationship between attachment and loyalty. Originality/value The proposed model in the research is an integrated framework comprising maximum potential variables that can positively influence luxury brand loyalty in the Indian Gen Z consumer segment. The analysis in the research shows the mediation role of luxury brand trust between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. This study has also identified the vital role of luxury brands’ CSR attributes and sustainability attributes to support luxury brand loyalty.

PurposeThis study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on Metaverse users.Design/methodology/approachThe authors recruited 300 Metaverse users from South Korea to participate in the survey. Participants were asked whether the participants had experienced Metaverse, including Roblox and Zepeto, before participating in the survey. The Gucci Garden was suggested as a luxury brand in the Metaverse for the participants.FindingsThe findings clarify the concept of persona self-congruence and support the congruence's effects on luxury brand attachment in the Metaverse context. This study found a positive relationship between persona self-congruence and luxury brand attachment that influences attitude and purchase intentions in the context of Metaverse, contributing to the theoretical and practical implications for luxury brand management.Research limitations/implicationsThis study contributes to luxury brand marketing in the Metaverse context by clarifying the concept of persona self-congruence and articulating the congruence's effects on luxury brand attachment in the context of the Metaverse.Practical implicationsIn the post-pandemic world, this study offers luxury brand practitioners new insights to help the practitioners develop and manage luxury brand strategies by understanding the influence of persona self-congruence and luxury brand attachment on luxury brand evaluation in the Metaverse context.Originality/valueThis study addresses an innovative and practical issue related to the impact of persona self-congruence on luxury brand attachment in the Metaverse, offering new insights for luxury brand management in the post-pandemic world.

PurposeThis study aims to identify the present research trends and streamline future research possibilities in luxury brands by a systematic review of the existing literature.Design/methodology/approachA portfolio of 552 articles published between 1996 and 2020 in the luxury brands domain is collected from the Scopus database and analyzed using an integrated approach comprising bibliometric and content analyses.FindingsA comprehensive review of the available literature was done by identifying emerging topics, keywords and research themes. The study's findings indicate that the luxury brand is an exponentially growing theme; seven representative research clusters are identified and analyzed.Originality/valueThis study enriches the literature of luxury brand by presenting a holistic view of the academic literature using an integrated research methodology comprising bibliometric and content analysis techniques.

Purpose The purpose of this paper is to investigate how consumers’ luxury purchase behavior has been affected by COVID-19. A theoretical framework is proposed to determine how isolation leads to intention to purchase luxury brands through bandwagon luxury consumption behavior. Additionally, the moderating effects of COVID-19 anxiety and social capital on the relationship between bandwagon luxury consumption behavior and subjective well-being and intention to purchase luxury brands are tested. Design/methodology/approach Survey responses from a national sample of 261 luxury consumers in the USA were collected. The data were analyzed using a covariance-based structural equation modeling technique. Findings The results confirm that the feeling of isolation leads to a higher intention to purchase luxury brands. Both COVID-19 anxiety and social capital moderate the relationship between bandwagon luxury consumption behavior and intention to purchase luxury brands/subjective well-being related to the luxury brand purchase. Research limitations/implications Luxury marketers should focus on highlighting bandwagon elements of their brands, such as their popularity and how they enhance social connectedness when tailoring their brand communication to isolated consumers. The data is limited to luxury consumers in the USA; thus, the findings are specific to the US market. Originality/value Given the paucity of research on luxury consumption for isolated consumers, this study adds to the literature on luxury brands by examining how the feeling of isolation affects the intention to purchase luxury brands.

The trajectory of digital marketing has proven to be a powerful medium for customer interaction that offers a unique, exclusive, emotional, and multichannel experience. Brands providing the right value and experience at the right time using the right technology are ought to be successful in winning the customers and outperforming competitors, and luxury brands are no exception. Although the consumer psychology of luxury brands delves deep into the consumer's perception, emotional value, and brand attachment, however, the influx of widespread digitization has changed the way consumers behave and the way the brands engage with the customers. Therefore, this study is an effort to explore the moderating impact of digital marketing on the relationship between the dimensions of luxury value (functional, individual, and social) and consumer luxury brand-related behavior. Following the survey-based data collection approach, a total of 214 workable responses were collected from the consumers of the luxury brands, located in north-eastern and central cities (Rawalpindi, Islamabad, Faisalabad and Lahore) of Pakistan. The research results advocate the significant moderating influence of digital marketing on luxury value and consumer luxury brand-related behavior. Interestingly, the findings also revealed a substantial moderation of digital marketing on the insignificant relationship between the functional value and the consumer luxury brand-related behavior. The study contributes to the literature of digital luxury and consumer luxury brand-related behavior and provides critical insights to the marketers of luxury brands to effectively build brand perceptions while adapting to the digital transformation of luxury brands.

The topic of sustainability is becoming increasingly important in both business and academia. While extensive research exists on this topic in the general consumer segment, research in the luxury segment is still scarce. Furthermore, the academic landscape for the luxury segment paints a contradictory picture of the preferences of luxury consumers and their willingness to pay for sustainability. This study gives a detailed overview of the current state of research on luxury consumers’ attitudes towards sustainability. In interviews with affluent German respondents, we investigate the contradictions identified, while the exploratory nature of the interviews also generates thematic discoveries. The results show that sustainability is not a primary factor in the purchasing decisions of luxury consumers and that these consumers are not willing to pay a premium for the sustainability of luxury products. Despite the efforts of luxury brands to communicate sustainability, respondents showed no significant interest in these messages. The study shows a discrepancy between attitudes and behaviour, while consumers recognise the (socially induced) importance of sustainability, they are not willing to pay for it. By working with real luxury consumers, this research not only offers new insights and perspectives but also makes an important contribution to our general understanding of sustainable consumption in the luxury segment. The study is exploratory in nature and is based on 30 very affluent German individuals who were interviewed in-depth. This means that the results are not representative or generalisable but rather give an initial understanding that can be deepened later through further research.

PurposeThe purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook.Design/methodology/approachData were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling.FindingsConsumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI.Practical implicationsThe results identified the factors which brand managers should focus on to increase CBE on Facebook.Originality/valueThis study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.