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Brand management and marketing have focused on brand-new goods, thus largely neglecting the emergence of markets for used products. This study sheds light on how consumers determine the perceived value of fashion brands in online flea markets. In addition, this study aims to illustrate how fashion brands are perceived when sold second-hand in Facebook flea markets.

Empirical data, consisting of internet discussions, were collected for this study from seven Facebook flea market forums between Fall 2014 and Fall 2015. The discussions were analyzed by means of qualitative content analysis.

In the context of flea markets, the perceived value is negotiated and evaluated through six antecedents: perceived quality, price, design, origin, authenticity and brand availability. Not surprisingly, price and quality appear as focal aspects when determining the value of a used brand in second-hand markets. However, the aspects of availability, origin and design complicate the considerations of the perceived value and can distinguish between different flea markets for fashion brands. In online second-hand markets for fashion brands, the passing of time appears to be an important factor grounding the consumers’ considerations of the perceived value.

This study brings forward novel viewpoints to brand marketing by discussing the formation of the consumer-perceived value in the growing field of online second-hand sales of fashion brands.

The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods.

This study is an interpretative qualitative research in which the meanings and essence of luxury and counterfeit goods are uncovered by written stories. The photo‐ethnographical method was used to generate the stories.

Consumers regard both luxury goods and counterfeits as being at different levels and of different quality ranging from poor to excellent. Counterfeits possess mainly social meanings, whereas authentic luxury goods may also operate on a personal level. However, consumers do not perceive luxury and counterfeit branded products as counterparts; counterfeits can be regarded as the embodiment of luxury, whereas non‐brand products are rather the opposite. Moreover, the existence of authenticity is perceived to be a vital connective and distinctive factor among luxury and counterfeit branded products.

The research aspires to shed light on the essence of counterfeit and luxury goods by comparing them in an effort to gain better understanding of the luxury phenomenon as a whole.

The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of fashion and, specifically, in the case of luxury accessories. Prior discussions of luxury consumption and marketing have focused on brand-new luxury goods, thus largely neglecting the emergence of markets for used luxury products.

The empirical data for this study were generated through interviews with ten Finnish women and through fashion blogs concerning luxury goods that are bought second-hand.

The findings show that second-hand luxury possessions are characterized by five different meaning themes: Sustainable Choice, Real Deal, Pre-loved Treasure, Risk Investment and Unique Find. The study highlights how consumers are able to achieve luxury experiences even without exclusive service, as the informants attached meanings of luxury to second-hand luxury possessions, especially with regard to the symbolic value and authenticity of the product. However, the meaning of authenticity appears to be a double-edged sword in this context, as consumers may also consider that they are taking a financial as well as reputational risk when acquiring a previously owned luxury item.

This study brings forward novel viewpoints to discussions on luxury brand marketing by connecting the issue with the topical phenomenon of second-hand and luxury consumption. The study suggests important managerial implications for luxury brand marketers.