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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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    8. Kumar, Bipul & Bagozzi, Richard P. & Manrai, Ajay K. & Manrai, Lalita A., 2022. "Conspicuous consumption: A meta-analytic review of its antecedents, consequences, and moderators," Journal of Retailing, Elsevier, vol. 98(3), pages 471-485.
    9. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    10. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    11. Hemonnet-Goujot, Aurélie & Kessous, Aurélie & Magnoni, Fanny, 2022. "The effect of sustainable product innovation on the consumer–luxury brand relationship: The role of past identity salience," Journal of Business Research, Elsevier, vol. 139(C), pages 1513-1524.
    12. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
    13. Michel, Géraldine & Stathopoulou, Anastasia & Valette-Florence, Pierre, 2022. "Luxury is still alive and well: A spotlight on its multifaceted components," Journal of Business Research, Elsevier, vol. 153(C), pages 276-284.
    14. Mauro Capestro & Greta Chiavegato, 2023. "Il consumo dei beni di lusso nel contesto della sharing economy: un caso di studio italiano," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2023(1), pages 53-70.
    15. Turunen, Linda Lisa Maria & Cervellon, Marie-Cecile & Carey, Lindsey Drylie, 2020. "Selling second-hand luxury: Empowerment and enactment of social roles," Journal of Business Research, Elsevier, vol. 116(C), pages 474-481.
    16. Jennifer Kunz & Stephanie May & Holger J. Schmidt, 2020. "Sustainable luxury: current status and perspectives for future research," Business Research, Springer;German Academic Association for Business Research, vol. 13(2), pages 541-601, July.
    17. Xingqiu Lou & Ting Chi & Justin Janke & Gianna Desch, 2022. "How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    18. Bindra, Sunali & Sharma, Deepika & Parameswar, Nakul & Dhir, Sanjay & Paul, Justin, 2022. "Bandwagon effect revisited: A systematic review to develop future research agenda," Journal of Business Research, Elsevier, vol. 143(C), pages 305-317.
    19. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    20. Yanwen Ruan & Yingjiao Xu & Hanna Lee, 2022. "Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    21. Yulia Hristova & Michal Stojanov, 2024. "Income Elasticity and Trends in Second-Hand Goods Sales," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 7, pages 119-141.
    22. Kelcie Slaton & Sanjukta Pookulangara, 2022. "The Secondary Luxury Consumer: An Investigation into Online Consumption," Sustainability, MDPI, vol. 14(21), pages 1-17, October.
    23. Katharina Stolz, 2022. "Why Do(n’t) We Buy Second-Hand Luxury Products?," Sustainability, MDPI, vol. 14(14), pages 1-24, July.
    24. Aurélie Hemonnet-Goujot & Aurélie Kessous & Fanny Magnoni, 2022. "The effect of sustainable product innovation on the consumer–luxury brand relationship: The role of past identity salience," Post-Print hal-03511454, HAL.
    25. Mukherjee, Srabanti & Datta, Biplab & Paul, Justin, 2020. "The phenomenon of purchasing second-hand products by the BOP consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

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