Les jugements critiques du luxe: une approche par la légitimité

Dominique Roux (), Mariem El Euch-Maalej and Julie Boyer
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Dominique Roux: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Mariem El Euch-Maalej: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Julie Boyer: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Critical judgments about luxury: a legitimacy-based approach 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 hold 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 opening several managerial implications about the various forms of legitimacy in this domain.

Keywords: Luxe; Processus de jugement; Légitimité; Stratégie de marque (search for similar items in EconPapers)
Date: 2016
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Published in Décisions Marketing, 2016, 82 (Avril-juin), pp.33-52

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02022180

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