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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]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Camille Bardin & Aurélie Kessous & Pierre Valette-Florence, 2024. "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: Conce," Post-Print hal-04616658, HAL.
    • Handle: RePEc:hal:journl:hal-04616658
    Note: View the original document on HAL open archive server: https://hal.science/hal-04616658v1
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