Strategies and Consumer Psychology in Luxury Brand Marketing: A Literature Review
- Title
- Strategies and Consumer Psychology in Luxury Brand Marketing: A Literature Review
- Creator
- Singh, Kartikeya; Pandey, Amitabh; Tripathi, Veeresh; Singh, Thakur Digbijay
- Description
- This chapter explores the intricate dynamics between consumer psychology and marketing strategies within the luxury brand sector. Luxury consumption is deeply rooted in both symbolic value and experiential satisfaction, transcending functional utility and embedding itself within consumers selfconcept and social identity. This review synthesizes recent research on the emotional, psychological, and cultural drivers behind luxury purchasing behaviors. It examines strategic approaches in luxury brand positioning, consumer perception, and the growing impact of digital and social media in shaping brand identity and loyalty. By highlighting evolving consumer motivations and emerging trends such as experiential luxury and sustainable branding, this chapter aims to provide a comprehensive overview of effective luxury marketing strategies, thereby offering insights into future opportunities and challenges in the field. 2026 by IGI Global Scientific Publishing. All rights reserved.
- Source
- International Insights for Luxury Brand Marketing;pp.95-126
- Date
- 01-01-2025
- Publisher
- IGI Global
- Coverage
- Singh K., Christ University, India; Pandey A., School of Management Sciences, Varanasi, India; Tripathi V., School of Management Sciences, Varanasi, India; Singh T.D., School of Management Sciences, Varanasi, India
- Rights
- Restricted Access; Hardcopy may be available in the library
- Relation
- ISBN: 979-833730419-9; 979-833730417-5;
- Format
- online
- Language
- English
- Type
- Book chapter
Collection
Citation
Singh, Kartikeya; Pandey, Amitabh; Tripathi, Veeresh; Singh, Thakur Digbijay, “Strategies and Consumer Psychology in Luxury Brand Marketing: A Literature Review,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24547.