When luxury brands become business partners in the second-hand resale markets: Conceptualization and development of a multi-dimensional scale
authors
keywords
- Luxury brands management
- Second-hand market
- Consumers' resale behavior
- Consumer-brand relationship theory
- Scale development
document type
COMMabstract
Faced with the ecological and economical challenges raised by the growth of the secondhand luxury market, this study aims to investigate consumers' resale behavior and its influence on their relationship with luxury brands. For this purpose, a mixed exploratory methodology is used. Two qualitative studies involving semi-structured interviews with 20 consumers and 10 luxury experts show that consumers perceive luxury brands as a business partners facilitating their resale activities on the second-hand market. Subsequently, the consumer interviews were reused and supplemented by quantitative data collection with 201 consumers in order to conceptualize, develop and validate a multidimensional measurement scale for this new form of brand relationship, namely "Luxury Brand as Business Partner". The results are then briefly discussed, and avenues for further research are suggested.
