The hunt for treasures, bargains and individuality in pre-loved luxury

Susana C. Silva, Paulo Duarte, Fabio S. Sandes, Catarina Andreia Almeida

Resultado de pesquisarevisão de pares

16 Citações (Scopus)

Resumo

Purpose: This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking. Design/methodology/approach: This is an exploratory dyadic qualitative research conducted using semi-structured in-depth interviews involving luxury brand store managers and loyal clients for pre-loved luxury products in Monaco. Findings: Throughout the analysis, the authors found three types of behavior that incorporate different parts of motivators that have been considered as specific motivators for pre-loved luxury consumption: bargain hunting, an intersection of recreational and economic motivations, treasure hunting, a blend of nostalgic and recreational motivations, and individuality, a mix of need for uniqueness and fashion involvement motivation. Practical implications: Identifying three types of behavior for the pre-loved luxury consumer helps practitioners craft marketing strategies for their brands and products in the pre-loved luxury market. Social implications: The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market. Originality/value: To the best of the authors' knowledge, this is the first work to discuss these three types of behavior in the pre-loved luxury market. The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.

Idioma originalInglês
Páginas (de-até)1321-1336
Número de páginas16
RevistaInternational Journal of Retail and Distribution Management
Volume50
Número de emissão11
DOIs
Estado da publicaçãoPublicadas - 5 out. 2022

Nota bibliográfica

Publisher Copyright:
© 2022, Emerald Publishing Limited.

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