Les jugements critiques du luxe: une approche par la légitimité

Dominique Roux (), Mariem El Maalej and Julie Boyer Dumont ()
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Dominique Roux: REGARDS - Recherches en Economie Gestion Agroressources Durabilité et Santé - CRIEG - Centre de Recherche Interdisciplinaire Economie Gestion - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Mariem El Maalej: PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université
Julie Boyer Dumont: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: What are consumers' negative judgments on luxury about and on which arguments are they grounded ? This article addresses these questions by drawing on a qualitative study conducted with twenty participants who have negative attitudes toward luxury. The findings first show that their criticisms are based on the concept of legitimacy and a process of judgment formation (both cognitive, pragmatic and moral) of companies/brands, their practices, and their customers' behavior. This research also illustrates the contingent nature of criticisms according to the context and the situation, thus leading to several managerial implications about the various forms of legitimacy in this domain.

Keywords: process of judgment; legitimacy; brand strategy; critique du luxe; processus de jugement; légitimité; stratégie de marque (search for similar items in EconPapers)
Date: 2016-04-04
Note: View the original document on HAL open archive server: https://hal.science/hal-04765156v1
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Published in Décisions Marketing, 2016, 82 (2), pp.33-52. ⟨https://doi.org/10.7193/DM.082.33.52⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04765156

DOI: 10.7193/DM.082.33.52

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