‘New’ Luxury or Off-Canon Luxury: A Compendium for the Changing Definition of Classical Luxury

Yıl 2024, Cilt: 11 Sayı: 1, 240 - 263, 17.05.2024

Aylin Ecem Gürşen

https://doi.org/10.17336/igusbd.1104383

Öz

This study aims to present a review for understanding the changing definition of luxury consumption. The ‘new’ luxury concept is shaped by democratization, globalization, sustainability, and meeting luxury with non-western societies. Although the first footsteps of new luxury began to be heard in the early 2000s, studies on this subject started to increase after 2010. This review focuses on 129 studies carried out in 2010-2021 to explain new luxury concept. It was concluded that ‘attainable luxury’, ‘creatable luxury’, ‘sustainable luxury’ and ‘rental (shareable) luxury’ can be components of new luxury. Accordingly, a framework was created, and adjacent keywords were presented with references. Finally, a research agenda for this ‘new’ luxury trend was presented. In contrast to the current many literature reviews on luxury treating the issue as a conservative and classical concept, this study focuses on the ‘new luxury’ and its potential horizons.

Anahtar Kelimeler

Consumer Behavior, Luxury, Luxury Consumption, Luxury Marketing, New Luxury

'Yeni' Lüks veya Kanon-Dışı Lüks: Klasik Lüksün Değişen Tanımı İçin Bir Özet

Öz

Bu çalışmanın amacı değişen lüks tüketimin tanımını anlamak için bir inceleme sunmaktır. 'Yeni' lüks kavramı, demokratikleşme, küreselleşme, sürdürülebilirlik ve lüksün batılı olmayan toplumlarla buluşmasıyla şekillenmektedir. Yeni lüksün ilk ayak sesleri 2000'li yılların başında duyulmaya başlasa da bu konudaki çalışmalar 2010'dan sonra artmaya başlamıştır. Bu literatür özeti, yeni lüks kavramını açıklamak için 2010-2021 yıllarında yapılan 129 çalışmaya odaklanmaktadır. Çalışma sonucunda 'ulaşılabilir lüks', 'yaratılabilir lüks', 'sürdürülebilir lüks' ve 'kiralık (paylaşılabilir) lüksün yeni lüksün bileşenleri olabileceği sonucuna varılmıştır. Buna göre bir çerçeve oluşturulmuş ve ilişkili anahtar kelimeler referanslarla sunulmuştur. Son olarak, söz konusu 'yeni' lüks için bir araştırma ajandası sunulmuştur. Konuyu muhafazakâr ve klasik bir kavram olarak ele alan mevcut birçok literatür incelemesinin aksine, bu çalışma 'yeni lüks' ve onun potansiyel ufuklarına odaklanmaktadır.

Anahtar Kelimeler

yeni lüks, Tüketici Davranışı, Lüks, Lüks Tüketim, Lüks Pazarlama

Kaynakça

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