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Luxury experience and consumer behavior: a literature review

Damini Goyal Gupta (Mudra Institute of Communications, Ahmedabad, India)
Hyunju Shin (Kennesaw State University, Kennesaw, Georgia, USA)
Varsha Jain (Mudra Institute of Communications, Ahmedabad, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 25 October 2022

Issue publication date: 13 March 2023




The luxury experience is a growing and crucial component of luxury marketing. Experiences inspire consumers to engage with luxury brands. Although several research studies have shed light on the origin, development, and prominence of luxury experiences among consumers, there is a scarcity of research that analyzes the current knowledge holistically. As a result, this study uses a systematic literature review technique to better understand the trends in the luxury experience and consumer behavior literature and suggests future research directions to further develop the subject area.


Using the theory-context-characteristics-methodology (TCCM) framework, this study examines 130 articles on the luxury experience and consumer behavior.


Most research on luxury experiences has focused on the luxury service experience in the context of hospitality and tourism. Future researchers should explore avenues for providing luxury experience to consumers in the luxury products industry. In addition, more research is needed into the influences of the recent COVID-19 outbreak and technological advancements on consumers' luxury experiences.


The study is unique as it (1) presents a state-of-the-art understanding of the luxury experience and consumer behavior literature by analyzing the applied theories, research contexts, study characteristics, and methods used in the past studies and (2) suggests future research opportunities to advance the field. The findings will also assist luxury brand managers in designing a consumer's exceptional luxury experience.



Gupta, D.G., Shin, H. and Jain, V. (2023), "Luxury experience and consumer behavior: a literature review", Marketing Intelligence & Planning, Vol. 41 No. 2, pp. 199-213.



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