Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual

EMAC 2022 Annual


The resale of luxury goods in the second-hand market: How emotional detachment and professionalization involved in resale affect consumers’ perceived value of luxury brands ?
(A2022-107690)

Published: May 24, 2022

AUTHORS

Camille BARDIN, Université d'Aix-Marseille, CERGAM, IAE; Aurélie KESSOUS, Aix Marseille Univ, Université de Toulon, CERGAM, Aix-en-Provence, France

ABSTRACT

This research focuses on consumer behavior in the luxury second-hand market from the perspective of consumer’s resale. More specifically, it examines the different stages of resale chronologically, and identifies its implications within the consumer-luxury brand relationship. Through the analysis of 20 semi-structured interviews with French luxury consumers, it confirms, on the one hand, that resale is experienced as an emotional detachment by the consumer. To do so, consumers go through various rituals, and evaluate its results as their relationships with other individuals. Thus, this study demonstrates that the act of reselling luxury products contributes to the construction of consumer’s identity. On the other hand, the present research reveals a professionalization of consumers, who establish resale strategies to recreate a luxury experience. More broadly, it shows how resale affects the consumer’s perception of the brands’ values by altering the symbolic and utilitarian dimensions of luxury brands.