Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals

Ho, Foo Nin; Wong, Jared; Brodowsky, Glen H.

doi:10.1016/j.jbusres.2022.113382

Cited by 24 publications

(35 citation statements)

References 72 publications

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“…To date, the extant literature identifies the need to achieve status and a desirable image as potential reasons for mass consumption (Chatterjee et al, 2023;Ho et al, 2023;Kumar & Paul, 2018).…”

Section: Introductionmentioning

confidence: 99%

Masstige as a mediator of the relationship between a typical user's image and brand preference

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

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The primary research objective was to test the masstige model, which is a mechanism to explain the relationship between symbolic value associated with a brand and brand preference (purchase intention). Using an online individual interview method, respondents rated the masstige, preference, and symbolic characteristics perceived in the image of a typical brand user (TBU), identifying three generalized positive and four negative characteristics. The research was conducted on 20 different brands. The generalized results were analysed using the partial least squares structural equation modeling method. The present study, based on 393 interviews, found that the main TBU characteristics positively associated with brand masstige were two positive dimensions of Sophistication (e.g., elegant), Responsibility (e.g., solid), and one negative dimension of Boorishness (e.g., simpleton), which significantly reduced masstige. In addition, TBU brings the masstige independent part of the brand preference. The results confirm the theoretical relationship between symbolic brand value and masstige, and show that masstige is not the only determinant of brand purchase intention. The results allow for the development/strengthening of the masstige brand statute by targeting TBU characteristics associated with style or responsibility, and reducing associations with neglect, which may translate into increased sales.

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Section: Introductionmentioning

confidence: 99%

Masstige as a mediator of the relationship between a typical user's image and brand preference

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

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“…This research makes several theoretical and practical contributions. Although luxury consumers are conferred higher status, they are often judged as inauthentic because they are seen as impression‐managing and self‐promotional (Cannon & Rucker, 2019; Ho et al, 2023; Srna et al, 2022). We show that luxury passion expression restores perceived authenticity and thus leads to positive interpersonal outcomes (e.g., higher warmth perceptions) without undermining the status benefits of luxury consumption.…”

Section: Discussionmentioning

confidence: 99%

“…Contrary to luxury consumers' reluctance to share their passion for luxury, we propose that those who publicly express such passion will be perceived by others to be more authentic —that is, acting in accordance with their true selves (Gershon & Smith, 2020)—than those who do not. This is because observers tend to attribute luxury consumption to extrinsic motives, inferring that the person is consuming luxury instrumentally to obtain external benefits, such as status, social approval, and favorable impressions (Cannon & Rucker, 2019; Ho et al, 2023). We theorize that expressing passion for luxury shifts this inference, leading observers to attribute the person's luxury consumption more strongly to intrinsic (rather than extrinsic) motivation.…”

Section: Introductionmentioning

confidence: 99%

“…However, these benefits come with a hefty social price. Specifically, luxury consumers are often viewed as striving for status and managing impressions (Cannon & Rucker, 2019; Ferraro et al, 2013; Ho et al, 2023; Srna et al, 2022), and therefore judged as inauthentic. But what if they are outwardly passionate about their luxury consumption?…”

Section: Introductionmentioning

confidence: 99%

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Expressing passion for luxury enhances perceived authenticity

2023

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Consumers are often viewed unfavorably when using luxury products. They are seen as seeking status and managing impressions, and therefore judged as inauthentic. How can luxury consumers alleviate these negative social consequences? Our pilot studies suggest that although many consumers are passionate about luxury products and brands, they avoid sharing this passion with others because they fear being judged negatively. However, we propose that publicly expressing one's passion for luxury can mitigate the social costs of luxury consumption. Six experiments (including three supplemental experiments) show that expressing passion for luxury causes others to perceive luxury consumers as more authentic, consequently increasing perceptions of their warmth and trustworthiness, and leading others to demonstrate greater interest in knowing more about them. Expressing passion for luxury enhances perceived authenticity by prompting observers to attribute the luxury consumption more to intrinsic motivation (e.g., consuming luxury for inherent enjoyment and pleasure) rather than extrinsic motivation (e.g., status enhancement). The effects of passion expression are attenuated for non‐luxury consumption because non‐luxury consumption is generally unlikely to elicit inferences about extrinsic motives.

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“…Luxury brands establish exclusivity and uniqueness through premium quality, high pricing and controlled distribution (Kapferer and Valette-Florence, 2021). Previous studies have predominantly explored the connection between luxury brands, premium pricing, size categories and shopping habits, particularly amongst prestige-seeking consumers (Ho et al, 2023). The question of whether individuals establish analogous relationships with luxury brands as they do with people remains debatable (Fournier, 2014).…”

Section: Introductionmentioning

confidence: 99%

Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

Malhotra,

Dandotiya

2023

IJRDM

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PurposeThis study aims to understand consumers' attitudes towards luxury products based on the stereotype content model, brand anthropomorphism and the psychological ownership theory.Design/methodology/approachThe authors collected data from Indian consumers using the online questionnaire survey method. Data analysis was conducted using SPSS AMOS version 24 and PROCESS SPSS macro, using both mediation and moderated mediation models.FindingsThe findings suggest that increasing brand anthropomorphism and stereotypes enhance consumers' attitudes through a significant mediating role of brand credibility. The results also show that consumers' psychological ownership positively moderates the mediating path via brand credibility from low to high levels.Originality/valueIn doing so, this study contributes to the literature on luxury retail by examining how brand stereotypes and brand anthropomorphism impact consumers' attitudes towards luxury brands through the mediating role of brand credibility and the moderating role of psychological ownership. In the process, the study provides an understanding of Indian consumers' attitudes in the context of the Indian luxury retail sector.

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Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals

Cited by 24 publications

References 72 publications

Masstige as a mediator of the relationship between a typical user's image and brand preference

Masstige as a mediator of the relationship between a typical user's image and brand preference

Expressing passion for luxury enhances perceived authenticity

Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

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