["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nThe field of luxury research has grown rapidly in recent years, corresponding to the economic importance of the luxury industry. Despite this, the luxury field lacks established methodological foundations for rigorous luxury research. This is particularly problematic as a core tenet of luxury research is that luxury differs from other sectors and presents several characteristics setting it apart from other industries. This paper recognizes this situation and posits that overlooking the specificities of luxury introduces significant threats to validity. To address this issue, we develop a framework for rigorous luxury research methods. The paper first reviews the characteristics setting luxury apart to develop what these divergences mean for research. We develop 11 core propositions for rigorous methods in luxury research, supported by two studies, and further provide guidance to help luxury researchers in developing robust methods. The paper adds to the luxury literature by setting methodological standards for luxury research. These guidelines benefit luxury researchers in the design and implementation of their studies and also support reviewers and editors in evaluating the validity of luxury studies, contributing to stronger rigor and transparency in the luxury research field.\n"]