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“From Prada to Nada”: Consumers and their luxury products: A contrast between second-hand and first-hand luxury products

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  • Kessous, Aurélie
  • Valette-Florence, Pierre

Abstract

Rooted in a multi-method approach, both qualitative and quantitative, two successive studies were carried out to determine the relationships that consumers establish with their luxury products. Two fields of application were considered: second-hand luxury products and first-hand luxury products. Study 1 was based on the projective “Album On Line” technique, and used a sample of 32 customers. It examines the affective and cognitive representations of the way in which second-hand and first-hand luxury products are purchased. It shows that the purchasing of second-hand luxury products is linked to social climbing, eco-conscious concerns, brand heritage and windfall. It reveals that the purchase of first-hand luxury products is motivated by power, social ranking and quality. Study 2 used a causal approach on a sample of 280 customers of second-hand and first-hand luxury products. It examines how motivations to consume, consumption behaviours and consumer-brand relationships, change when one contrasts second-hand with first-hand luxury products.

Suggested Citation

  • Kessous, Aurélie & Valette-Florence, Pierre, 2019. "“From Prada to Nada”: Consumers and their luxury products: A contrast between second-hand and first-hand luxury products," Journal of Business Research, Elsevier, vol. 102(C), pages 313-327.
    • Handle: RePEc:eee:jbrese:v:102:y:2019:i:c:p:313-327
    DOI: 10.1016/j.jbusres.2019.02.033
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