Luxury Brand Identity Construction Review and Future Agenda: A Material and Emotional Perspective

Despite extensive research on the luxury goods industry, a comprehensive understanding of luxury brand identity construction and its impacts remains elusive. This paper reviews literature from the perspectives of both material and emotional components of luxury brand identity. It aims to: (1) summarize the critical elements and impacts of constructing luxury brand identity, including product design, brand personality, and brand narrative; (2) identify gaps in current research, explore future research directions, and provide practical suggestions for luxury brands. Through this review, the paper reveals the roles of visual art in product design, emotional connections in brand personality, and narrative strategies in brand storytelling in shaping luxury brand identity, thereby offering theoretical support for luxury brand management and a framework for future research.