LUXURY'S DNA: A SYSTEMATIC REVIEW OF BRAND ATTRIBUTES AND TRANSFER STRATEGIES

Purpose-This systematic review addresses the translation gap between luxury brand management and mainstream categories, examining the transferability of luxury elements and the conditions under which it occurs. Despite extensive luxury scholarship and emerging premiumisation, theoretical fragmentation persists: luxury research remains confined within its sector, while mainstream brand studies lack grounding in luxury theory. Design/methodology/approach-Following PRISMA 2020 guidelines, we systematically reviewed 23 peer-reviewed articles from 2015-2025 in Scopus, Web of Science, and Business Source Complete. Through narrative synthesis across seven themes, we analyzed luxury attributes, exclusivity mechanisms, and transferability conditions. Findings-The results reveal transferability through three layers. Layer 1 (universal brand equity principles) shows full transferability across categories. Layer 2 (strategic codes: artificial scarcity, experiential orchestration, digital stratification, sustainability integration) requires authentic symbolic translation, not superficial imitation. Layer 3 (cultural legitimacy: historical heritage, institutional consecration, extreme craftsmanship) resists replication due to temporal requirements. Cross-cultural findings show that transferability varies: Western consumers prioritize subtle refinement, while emerging markets favor conspicuous signalling, moderating successful adoption strategies. Originality/value-This review provides a systematic integration of luxury-to-mainstream transferability, proposing a three-layer framework that resolves the theoretical ambiguity regarding which elements can be adapted versus resisting replication. This study advances 2 luxury brand management theory by showing that luxury's strategic essence is layered rather than monolithic, while offering evidence-based premiumization guidance for aspirational brands.研究目的：本系统综述旨在填补奢侈品品牌管理与主流品类研究之间的理论转译鸿沟，探讨奢侈品元素的可迁移性及其发生条件。尽管现有奢侈品研究成果丰硕，且高端化（premiumisation）研究渐成趋势，但理论碎片化问题依然突出：奢侈品研究始终局限于自身学科领域，而主流品牌研究则缺乏奢侈品理论的有效支撑。 研究设计与方法：遵循PRISMA 2020指南，本研究系统检索并梳理了2015-2025年间发表于Scopus、Web of Science及Business Source Complete三大数据库的23篇同行评议论文。通过七大主题的叙事性综合分析，本研究对奢侈品属性、排他性机制及可迁移性条件展开了深入剖析。 研究发现：结果显示，奢侈品元素的可迁移性可通过三个层级实现。第一层（通用品牌资产原则）展现出全品类完全可迁移的特性。第二层（战略符号体系：人为稀缺性、体验营造、数字分层、可持续性融合）需进行真实的符号化转译，而非表层模仿。第三层（文化合法性维度：历史传承、制度认可、极致工艺）因受时间门槛限制，难以被复制。跨文化分析结果表明，可迁移性存在显著差异：西方消费者更偏好精致内敛的品牌体验，而新兴市场消费者则青睐炫耀性信号传递，这对品牌的成功采纳策略起到调节作用。 研究创新与价值：本综述首次系统整合了奢侈品向主流品类的可迁移性研究，提出了三层架构框架，解决了学界关于哪些奢侈品元素可适配迁移、哪些元素难以复制的理论模糊性问题。本研究揭示奢侈品的战略本质具有层级性而非单一整体性，推动了奢侈品品牌管理理论的发展，并为向往高端化转型的品牌提供了循证实践指导。