Like Mother Like Daughter: Intergenerational Transmission of Luxury Brands

Morgane Noirot () and Aurélie Kessous ()
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Morgane Noirot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Aurélie Kessous: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This article examines the intergenerational transmission of luxury brands between mothers and daughters through a qualitative study based on 20 semi-structured interviews with 10 dyads. We analyze how inherited luxury items serve as emotional and identity 'anchors,' strengthening the feeling of groundedness and familial heritage. Additionally, a projective AOL (Album-On-Line) analysis is underway to delve into the conscious and unconscious representations. Preliminary findings reveal that luxury objects embody values of tradition, memory, and responsibility, with a multidimensional PRV (utilitarian, emotional, and financial) that positions them as long-term investments. This transmission process extends beyond material transfer, aligning with sustainability and circularity principles and encouraging a more intentional consumption. We also introduce a fifth phase, projection, allowing future generations to reinterpret these inherited objects according to their own values. From a managerial perspective, this article suggests that luxury brands develop transgenerational strategies, such as mother-daughter collections and restoration services for heritage items, to enhance PRV and deepen consumer attachment within a sustainable framework.

Keywords: Intergenerational transmission; Emotional groundedness; Perceived residual value; inherited objects; Circularity (search for similar items in EconPapers)
Date: 2025-05-21
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Published in Academy of Marketing Science Annual Conference, May 2025, Montréal (Québec), Canada

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04980950

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