I Don't Own It But It’S Mine – the Impact of Materialism on Perceived Ownership of Rented Luxury
Renting luxury products has become a new trend. Due to their high need for ownership, literature theorizes that materialists should react negatively to renting. We demonstrate that high (low) materialists in fact feel an identical (higher) perceived ownership of and attitude towards bought versus rented luxury, because of brand attachment.
Citation:
Goedele Krekels, Bruno Kocher, Sandor Czellar, and Brigitte Müller (2020) ,"I Don't Own It But It’S Mine – the Impact of Materialism on Perceived Ownership of Rented Luxury", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 90-93.
Authors
Goedele Krekels, IÉSEG School of Management, France
Bruno Kocher, University of Neuchâtel
Sandor Czellar, HEC Lausanne, Switzerland
Brigitte Müller, IAE De Toulon
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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