Cultural consequences of brands' masstige: An emerging market perspective

Das, Manish; Saha, Victor; Jebarajakirthy, Charles; Kalai, Anjana; Debnath, Nirmalya

doi:10.1016/j.jbusres.2022.03.081

Cited by 29 publications

(31 citation statements)

References 97 publications

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“…The status‐affirmation signalling function may be conceptualized as achieving a sense of belonging and legitimation from a social group. For example, acculturation patterns may shape the brand's masstige perception (Das, Saha, Jebarajakirthy, et al, 2022). Consumers may not be able to achieve status‐enhancement from a brand that is widely distributed and associated with the mainstream consumption (Das, Saha, & Roy, 2022).…”

Section: Discussionmentioning

confidence: 99%

The role of intangible attributes of luxury brands for signalling status: A systematic literature review

Fuentes

Martínez

Kolbe

2022

Int J Consumer Studies

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Previously, signalling status had been primarily studied from the conspicuousness of luxury brands, including high prices and prominent designs. However, less attention has been directed toward other elements of brands that could be strategically managed in order to enable consumers signalling status. This study synthesizes the literature using a framework based on four intangible attributes of luxury brands: user profile, purchase usage, personality and values and heritage. The topics studied under each of the four intangible attributes were analysed using a systematic approach. Based on the interconnectedness of the topics studied, this review proposes that the intangible attributes used as a framework may have a synergistic interaction, in contrast with the current perspective that considers them as independently and equally relevant for consumers signalling status. It also reports the psychological function of these intangible attributes and supports the notion that consumers use luxury brands either to routinely affirm their status within a group or to enhance that status. This review contributes to the literature on luxury and signalling by considering luxury consumption as a social process. A functional perspective on the intangible attributes of luxury brands provides the basis for some insightful directions to advance this field of research.

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Section: Discussionmentioning

confidence: 99%

The role of intangible attributes of luxury brands for signalling status: A systematic literature review

Fuentes

Martínez

Kolbe

2022

Int J Consumer Studies

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“…Moreover, some researchers such as Alizadeh et al (2020) and Nikunj et al (2017) have found a direct relationship between brand equity and brand loyalty. Das et al (2022) argued that brand value creation is a vital prerequisite for brand loyalty.…”

Section: Testing the Research Hypothesesmentioning

confidence: 99%

“…However, there is disagreement about the nuanced interplay of brand love and brand loyalty and its resultant impact on the brand equity of mass brands with prestige appeal, with empirical research on the topic being in short supply (Das et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry

Alizadeh¹,

Kashani²

2022

RBGN

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“…Future studies can investigate the effectiveness of these tactics in driving a healthy diet in OTG consumption contexts. Besides, culture has a significant impact of consumption behaviour (Jebarajakirthy and Das, 2020; Das et al , 2022), including food. Future studies could investigate how healthy items selection for OTG varies based on different cultural perspectives.…”

Section: Limitations Future Research Directions and Conclusionmentioning

confidence: 99%

Communication strategies: encouraging healthy diets for on-the-go consumption

Jebarajakirthy

Das

Rundle‐Thiele

et al. 2022

JCM

Self Cite

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Purpose Unhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG consumption is scarce. This study aims to fill this gap by investigating the role of message framing and source expertise in encouraging the healthy eating intention for OTG consumption. Design/methodology/approach Two scenario-based experiments were conducted. Study 1 collected data from 136 Australian OTG consumers to examine the effectiveness of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption. Findings Gain-framed messages were more effective than loss-framed messages in encouraging healthy eating for OTG consumption. This difference would be significant only if the gain-framed messages were from a high expert source rather than from a low expert source. Research limitations/implications The study is a cross-sectional survey of Australian OTG consumers. Replicating this study in other countries may generalise the study’s findings. Practical implications Practically, this study provides insights to marketers and other relevant stakeholders to design effective advertising messages to encourage healthy eating for OTG consumption. Originality/value This is the pioneering study investigating the impact of message framing and source credibility in encouraging healthy eating for OTG consumption.

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Cultural consequences of brands' masstige: An emerging market perspective

Cited by 29 publications

References 97 publications

The role of intangible attributes of luxury brands for signalling status: A systematic literature review

The role of intangible attributes of luxury brands for signalling status: A systematic literature review

Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry

Communication strategies: encouraging healthy diets for on-the-go consumption

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