Luxury Research

Research in luxury brand management topics has grown significantly since the launch of the Professorship in 2013. Current AUS faculty undertaking research on luxury-related topics include Dr George Christodoulides, Dr Sajid Khan, Dr Prakash Chathoth, Dr. Rania Semaan, Dr Mona Mrad, and Dr. Jean Boisvert. Their research interests focus on luxury consumption and consumer behavior, the adoption of digital technologies, sustainable and circular luxury, the dark side of luxury consumption, B2B luxury, masstige brands, brand extensions and luxury value perceptions.

Dr George Christodoulides conducts research on the brand equity of luxury brands from the point of view of various stakeholder groups such as consumers and employees. Other relevant projects involve the impact of the sharing economy and circular models on luxury.  This interest has led to two recently funded projects.  The first one investigates new forms of luxury consumption in the sharing economy while the second one focuses on consumer behavior vis-à-vis luxury product repairs.  Dr Christodoulides is also interested in the dark side of luxury consumption with his collaborative project on luxury addiction with International University of Monaco. While he is interested in HNWIs and their luxury consumption, Dr Christodoulides is at the same time interested in less exclusive forms of status consumption such as masstige as well as luxury in unconventional contexts (e.g., B2B).  His work has been presented in leading international conferences and subsequently published in high impact scholarly journals.

Drs. Prakash Chathoth and Sajid Khan are currently involved in a joint research project with the Washington State University in the US that looks into memorable experiences in the context of luxury brand management. In particular, the research team is investigating internal (firm) and external (consumer) behaviors that impact the transition from actual experience to relatively stable memories creating a longer impact for luxury service brands.

Dr. Rania Semaan conducts research on luxury consumption. Her current research interests focus on exploring the drivers of conspicuous consumption for the Gulf Cooperation Council (GCC) consumer, particularly investigating how social gender roles influence the drivers for luxury consumption. Dr. Semaan is also interested in the conceptualization of luxury brand charisma and its perception and meaning across different cultures as well as its effect on luxury brand devotion.

Dr Jean Boisvert conducts research on luxury brand extensions. His work has been presented at leading international conferences including the European Marketing Association Conference (EMAC) and the Luxury Brands Conference. His luxury work has appeared in leading international marketing journals including the International Marketing Review, Journal of Business Research, Psychology and Marketing as well as Journal of Product and Brand Management. Dr Boisvert is currently working on a paper looking at the impact of generation Y & Z and gender on brand engagement toward masstige categories.  A short-term project is about the dilution effect of luxury masstige extensions’ authenticity on PB purchase intentions and mediating effect of status signaling: a cross national study. A long-term project is also being developed on the impact of perceived masstige brand sustainability and ethical sensitivity on masstige value, brand passion and purchase intentions: an international cross-cultural comparison.

Dr. Mona Mrad specializes in studying various aspects of fashion and luxury consumption. With a background in fashion design and marketing, she recently collaborated with renowned marketing expert Professor Michael Solomon on a book titled "Fashion and Luxury Marketing." Mona's main research interest focuses on brand addiction, particularly in the realms of fashion and luxury. She has developed a huge interest in further exploring the field of luxury consumption within the framework of the circular economy, with her current research concentrating on the phenomenon of second-hand luxury consumption. As a fashion designer and a marketer, she has always been drawn to innovations. Consequently, she has also developed some research interest in the context of technology and innovation, with recent projects delving into marketing technology-based innovations such as wearables in the context of luxury and the use of virtual influencers.