Luxury Brand as Business Partner: Conceptualization and Measurement of the Influence of Consumers' Resale Behavior on Luxury Brands Perceptions

La Marque de Luxe comme Partenaire Commercial: Conceptualisation et Mesure de l'Influence du Comportement de Revente des Consommateurs sur les Perceptions des Marques de Luxe

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: In response to the rapid growth of the second-hand luxury market and its implications for luxury brands, this research examines consumers' resale behavior and its influence on their relationship with luxury brands. An exploratory mixed-methods approach is used to materialize the influence on the consumer-brand relationship on one hand. Thus, two qualitative studies with both consumers and luxury experts show that consumers perceive the brand as a business partner facilitating their resale activities on the second-hand market. On the other hand, this methodology aims to conceptualize, develop and validate a measure of this new form of brand relationship, namely "Luxury Brand as Business Partner". The results are then briefly discussed, and avenues for future research are outlined.

Keywords: Luxury brands management; Second-hand markets; Consumers' resale behavior; Consumer-brand relationship theory; Scale Development (search for similar items in EconPapers)
Date: 2024-06-25
Note: View the original document on HAL open archive server: https://hal.science/hal-04616658v1
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Published in 2024 Academy of Marketing Science World Marketing Congress, Academy of Marketing Science, Jun 2024, Bel Ombre, Mauritius

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