When luxury brands become business partners in the second-hand resale markets: Conceptualization and development of a multi-dimensional scale

Quand les marques de luxe deviennent des partenaires commerciaux dans le marché de seconde-main: Conceptualisation et développement d'une échelle multidimensionnelle

Camille Bardin (), Aurélie Kessous () and Pierre Valette-Florence ()
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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
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: Faced with the ecological and economical challenges raised by the growth of the secondhand luxury market, this study aims to investigate consumers' resale behavior and its influence on their relationship with luxury brands. For this purpose, a mixed exploratory methodology is used. Two qualitative studies involving semi-structured interviews with 20 consumers and 10 luxury experts show that consumers perceive luxury brands as a business partners facilitating their resale activities on the second-hand market. Subsequently, the consumer interviews were reused and supplemented by quantitative data collection with 201 consumers in order to conceptualize, develop and validate a multidimensional measurement scale for this new form of brand relationship, namely "Luxury Brand as Business Partner". The results are then briefly discussed, and avenues for further research are suggested.

Keywords: Luxury brands management; Second-hand market; Consumers' resale behavior; consumer-brand relationship theory; Scale development; Gestion de marques de luxe; Marché de seconde-main; Comportement de revente des consommateurs; Théorie de la relation consommateur-marque; Développement d’échelle de mesure (search for similar items in EconPapers)
Date: 2024-06-05
Note: View the original document on HAL open archive server: https://hal.science/hal-04616655v1
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Published in 40ème Congrès de l'Association Française du Marketing, Association Française du Marketing, Jun 2024, Paris, France

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