STATE OF THE ART (SOTA) LITERATURE REVIEW METHODOLOGY IN LUXURY MARKETING: A SYSTEMATIC ANALYSIS

Luxury marketing has undergone significant transformation in recent years due to digitalization, evolving consumer preferences, and increasing emphasis on sustainability. While numerous studies have examined various aspects of luxury branding, consumer behavior, and digital engagement, there remains a lack of consolidated understanding regarding methodological trends, thematic evolution, and research gaps in this field. This study adopts a State-of-the-Art (SOTA) literature review methodology to systematically analyze luxury marketing research published over the past two decades. The findings indicate a substantial rise in publications after 2017, with digital transformation and sustainable luxury emerging as dominant themes. Quantitative research methods, particularly Structural Equation Modeling and Exploratory Factor Analysis, are most frequently employed, while qualitative approaches remain underutilized. The study also highlights geographical concentration in research contributions and identifies the need for interdisciplinary and mixed-method approaches. By synthesizing existing knowledge, this research provides a structured overview of current trends and suggests directions for future investigations in luxury marketing.