La revente de produits de luxe de seconde-main: détachement émotionnel et professionnalisation du consommateur

Camille Bardin (camille.bardin@iae-aix.com) and Aurélie Kessous (aurelie.kessous@iae-aix.com)
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Camille Bardin: 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: The present research focuses on consumer behavior in the luxury second-hand market from a resale perspective. More specifically, it investigates the processes of disposition, their different stages and meanings, as well as emerging practices, and identifies its implications on the consumer's relationship with the luxury brand. Through the analysis of twenty interviews with French consumers, this research confirms that resale requires an emotional detachment which contributes to the consumer's identity construction. The analysis highlights the singular practices and rituals put in place for this purpose, illustrated by the emergence of marketing strategies. Thus, this act shows a professionalization of the activity. Due to the distinctive affective and cognitive dimensions of luxury brands and the emotional attachment linked to the products, the consumer gets involved in this way to recreate a luxury experience.

Keywords: luxe; seconde-main; revente; détachement émotionnel; professionalisation (search for similar items in EconPapers)
Date: 2022-05-18
Note: View the original document on HAL open archive server: https://hal.science/hal-03689333v1
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Published in 38e Congrès International de l’Association Française du Marketing (AFM), May 2022, Tunis, Tunisie

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