What is Luxury Influences

The definition of luxury brands has been long debated among marketing scholars; however, understanding how consumers perceive luxury is important too. This research presents a new framework that includes antecedents reflecting external and internal points of reference, luxury accessibility levels that ultimately impact consumer behavior toward luxury brands. It is understood that consumers have different lived experiences and may also have access to different goods in the marketplace. Hence, the proposed framework contributes to the luxury marketing literature by highlighting these important antecedents which induce various perceptions of luxury. Three propositions are presented to summarize the framework, which also supports future research aims.