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This research aims to understand the process of cars' disposal, its context, its influences and its impacts on the meanings for consumers and their identities, as well as the new behaviours of these consumers when living without their car(s). We conducted, analysed and interpreted 20 in‐depth interviews with consumers that had previously owned at least one car and had no financial reasons for disposing of their car(s), but had decided to do it, and started to live without them, adopting alternative methods of transportation. Our findings show that these consumers faced a complicated process regarding the disposal of their car(s) but, due to the changes in their circumstances, they re‐signified relevant concepts that were connected to the ownership of a car: Their perception of freedom, comfort, safety and status changed during and after the disposal of their car(s). We also noticed that there were implications in terms of changes in their attitudes and behaviour as both citizens and consumers. As a contribution to the literature, our findings indicate that the re‐signifying of concepts related to possession of the object as well as changes in attitudes and behaviours that consumers undergo in the postdisposal stage, must be included in the model proposed for evaluating consumer behaviour in product disposal.

PurposeThis 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/approachThis 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.FindingsThroughout 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 implicationsIdentifying 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 implicationsThe 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/valueTo 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.

Objetivo: O presente trabalho teve como principal objetivo discutir como a estratégia combinada de marketing experiencial e de marketing de influência pode conduzir a um aumento do brand awareness digital de uma marca. Ao combinar elementos do marketing de experiência com a divulgação por meio de influenciadores digitais, este artigo apresenta resultados encontrados em uma ação premiada em Portugal. Método: A metodologia utilizada é qualitativa exploratória, um estudo de caso prático de uma empresa do varejo de moda, uma ação premiada em Portugal. O modelo teórico usado na análise combina os elementos das estratégias de marketing de experiência e marketing de influência. Foram analisados fotografias, entrevista com gestor da empresa, postagens e comentários nas redes sociais da marca e das influenciadoras digitais. Principais resultados: A análise dos resultados sugere que uma estratégia que promove uma experiência de consumo às influenciadoras digitais resulta em maior envolvimento, maior número de publicações nas redes sociais e, em consequência, boca a boca maior e de melhor qualidade para a marca, amplificando a presença da marca nos canais digitais e, concludentemente, o brand awareness da marca. Relevância / Originalidade: Este estudo inova ao mesclar marketing de experiência com marketing de influência como análise dos conceitos que suportam essas estratégias e contribui com a literatura ao discutir um caso prático que obteve resultados positivos com essa ação de marketing. Contribuições Teóricas / Metodológicas: Este artigo apresenta a sinergia entre a junção das estratégias de marketing de experiência e influência nas práticas gerenciais de empresas do varejo de moda.