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.