Luxury Brand Management in Global Markets: A Bibliometric Analysis

The management of luxury brands in international markets has garnered significant scholarly attention. However, the literature on this topic is fragmented and confined to specific areas or contexts, calling for a comprehensive literature review to provide a more holistic view of the subject. This study aims to consolidate knowledge about managing luxury brands in international markets. A total of ۱۱۰ articles were retrieved from Scopus, covering publications from ۲۰۰۰ to ۲۰۲۴. A bibliometric analysis was conducted using the bibliometrix R package to understand the intellectual structure of the research field, employing performance analysis and scientific mapping. The findings listed the most important keywords, impactful authors, progress, and citations of the articles. They uncovered three clusters that captured the attention of academia: luxury markets, luxury brands, and emerging markets. This study contributes theoretically and practically to developing the research topic, offers an understanding of the state of the art in luxury brand management in international markets, and proposes an agenda for future directions.

کلیدواژه ها:

Luxury brand ، International Markets ، Systematic review ، Bibliometric analysis