LUXURY BRANDS, MARKETING ETHICS AND CONSUMER ETHICS: A BIBLIOMETRIC ANALYSIS

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Sağlam M.

1.INTERNATIONAL ÜSKÜDAR SCIENTIFIC RESEARCH AND INNOVATION CONGRESS, İstanbul, Türkiye, 19 - 20 Temmuz 2024, ss.872-884

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: İstanbul
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.872-884
  • İstanbul Ticaret Üniversitesi Adresli: Evet

Özet

Brands must carry out their activities by considering the interests of society and ethical values, and must not compromise on these values in all processes. On the other hand, luxury brands are questioned about their policies in line with ethical values, and luxury consumption is associated with an unethical perspective, and it is stated that ethics and luxury are often incompatible. This study aims to examine the relationship between luxury, marketing ethics and consumer ethics, with a bibliometric analysis, specifically the concepts of luxury brand and ethics. Data were downloaded from the Web of science database. 117 studies, written only in English and in the form of articles and proceeding papers were evaluated. The studies were analyzed in the VOSviewer program according to author, country, citation, source and keywords. As a result of the analysis, it was seen that 279 authors carried out studies in this direction, the author who wrote the most studies was Pelikanova (N = 5), and the first study was published in 1991, and the number of studies increased between 2018-2022. Authors from 47 countries took part in these studies. The top 4 countries are USA, England, France-China, Australia-Czech. The most cited study is the study of Davies, Lee and Ahonkhai (2012) (N=194). The most publications were published in the Journal of Business Ethics (N=9). There are studies on this subject in 89 different journals. It was determined that 448 keywords were used and the number of keywords used at least twice was 50. Apart from ethics and luxury, the most commonly used words are concepts such as sustainability, counterfeit, religiosity, corporate social responsibility, luxury consumption and climate change. As a result of the study, the findings were evaluated and future study suggestions were presented.

Keywords: Luxury brands, Marketing ethics, Consumer ethics, Bibliometric, VOSviewer