Luxury's Dna: A Systematic Review Of Brand Attributes And Transfer Strategies

This manuscript addresses a relevant and timely gap by systematically examining the transferability of luxury brand elements to mainstream categories. The three-layer framework (universal brand equity principles, strategic symbolic codes, and cultural legitimacy) offers a clear and conceptually sound contribution that helps resolve persistent theoretical ambiguity in luxury research. The review follows PRISMA 2020 guidelines and demonstrates adequate methodological rigor. Findings are coherent and well integrated, with the cross-cultural insights adding further value. Overall, the paper represents a solid theoretical contribution with clear managerial implications.