Ozuem, Wilson; Willis, Michelle; Ranfagni, Silvia; … - In: Qualitative Market Research: An International Journal 27 (2024) 5, pp. 866-891
Purpose This study examined the links between user-generated content (UGC), dissatisfied customers and second-hand luxury fashion brands. A central premise of luxury fashion brands is the perceived status and privilege of those who own such items. Despite their marketing logic emphasising...