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``Consumer-to-Brand Impoliteness'' in Luxury Stores

Author

Listed:
  • Elodie de Boissieu

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • B. Urien

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

Abstract

In this article, we use Impoliteness Theory, defined as an intentional ``face-threatening'' deviant act, to understand consumer misbehavior in the luxury store subculture. Using a qualitative study based on Grounded Theory, we interviewed 14 luxury consumers and 18 salespeople working in luxury stores. We discovered that consumers use impoliteness in a normative exchange setting as a means of formulating their opposition to a brand's symbolic violence. Our research on deviant consumer behavior in luxury stores brings to light a new concept: ``Consumer-to-Brand Impoliteness''. Furthermore, we unveil four Consumer-to-Brand Impoliteness practices: ``Being Crude'', ``Interfering'', ``Mastering'', and finally, ``Blaspheming''. In a normative exchange context, understanding the underlying meanings of Consumer-to-Brand Impoliteness enables store managers to shape their responses according to the perceived level of such impoliteness practices. \textcopyright 2022 Elsevier Inc.

Suggested Citation

  • Elodie de Boissieu & B. Urien, 2022. "``Consumer-to-Brand Impoliteness'' in Luxury Stores," Post-Print hal-04452671, HAL.
    • Handle: RePEc:hal:journl:hal-04452671
    DOI: 10.1016/j.jbusres.2022.02.078
    as

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