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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.

Dates et versions

hal-04452671 , version 1 (12-02-2024)

Identifiants

Citer

Elodie de Boissieu, B. 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-04452671⟩
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