``Consumer-to-Brand Impoliteness'' in Luxury Stores - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue Journal of Business Research Année : 2022

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

Résumé

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.
Fichier principal
Vignette du fichier
S014829632200217X.pdf (1.04 Mo) Télécharger le fichier
Origine Fichiers produits par l'(les) auteur(s)

Dates et versions

hal-04632306 , version 1 (22-07-2024)

Licence

Identifiants

Citer

Elodie de Boissieu, Bertrand Urien. ``Consumer-to-Brand Impoliteness'' in Luxury Stores. Journal of Business Research, 2022, 146, pp.409-425. ⟨10.1016/j.jbusres.2022.02.078⟩. ⟨hal-04632306⟩
3 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Mastodon Facebook X LinkedIn More