Purpose

Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to contribute to a better understanding of the research area.

Design/methodology/approach

Using a systematic approach, 1151 items (papers) were retrieved and 181 selected from the international luxury marketing field published before 2019. These items were analyzed by using various bibliometric techniques to identify the most productive countries, journals, influential authors, papers and research clusters.

Findings

Although most of the outputs originate from business, management and marketing journals, other disciplines also research this topic. The analysis reveals an emerging field, with 85% of the published papers appearing between 2010 and 2018, which are primarily the output of US- and UK-based authors and none of whom dominates the field. The three identified keyword clusters are (1) consumers and consumption (2) tools and (3) core themes.

Practical implications

This article contributes to our understanding of the evolution, current status and research trends of published research on international luxury marketing by presenting a mapping analysis and proposing future research directions.

Originality/value

This is the first bibliometric mapping analysis of research on the topic from its conception to 2019. It contributes insights from different research disciplines, adds to the categorization of the international luxury marketing literature and provides promising future research directions in terms of research areas and strategies.

中文翻译：

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国际奢侈品营销图表研究：我们现在在哪里，下一步应该去哪里？

目的

尽管奢侈品日益全球化并通过数字化和新市场扩大范围，但整个研究语料库的知识结构仍然很脆弱。因此，这项工作旨在概述已发表的国际奢侈品营销工作，并有助于更好地了解该研究领域。

设计/方法/方法

采用系统方法，检索到 2019 年之前发表的国际奢侈品营销领域的 1151 篇文章（论文）和 181 篇文章。通过使用各种文献计量技术对这些项目进行分析，以确定最具生产力的国家、期刊、有影响力的作者、论文和研究集群.

发现

虽然大部分产出来自商业、管理和营销期刊，但其他学科也在研究这个主题。分析揭示了一个新兴领域，85% 的已发表论文出现在 2010 年至 2018 年之间，这些论文主要是美国和英国作者的成果，没有一个在该领域占主导地位。三个确定的关键字集群是（1）消费者和消费（2）工具和（3）核心主题。

实际影响

本文通过进行映射分析并提出未来的研究方向，有助于我们了解国际奢侈品营销已发表研究的演变、现状和研究趋势。

原创性/价值

这是从概念到 2019 年对该主题研究的第一个文献计量映射分析。它提供了来自不同研究学科的见解，增加了国际奢侈品营销文献的分类，并在研究领域和策略方面提供了有前途的未来研究方向。