Exploring masstige brands' antecedents and outcomes

Abstract

This study focused on developing a new conceptual model of consumers' perceptions of—and behaviours towards—masstige brands based on consumer‐brand relationship and brand equity theory, which was then applied using quantitative data analysis. The research model facilitated an exploration of how important brand love, co‐creation and need for uniqueness are as masstige brand antecedents and of whether brand happiness, brand loyalty and electronic word of mouth are outcomes. The proposed model's generalisability was assessed based on consumer data on a total sample of 1041 consumers from three countries: the United States, Portugal and China. The hypotheses were tested using partial least squares‐structural equation modelling. The results show that the model is well specified, and all the hypothesised relationships between the selected constructs related to masstige brands are supported by the data. The five brands included in the questionnaire have Masstige Mean Score Scale Index values indicating that these brands fit in this classification. The findings have a wide range of theoretical and managerial implications.

Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

“…In contrast, SV is frequently used to reinforce identity and express status in a new cultural environment (Kwak & Sojka, 2010). Likewise, UQ is one of the core components of the functional value obtained through masstige brand adoption (Paul, 2019; Rodrigues et al, 2022). We also believe that the effectiveness of these facilitators is influenced by how much personal value customers place on these attributes.…”

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

“…Brands provide a means to express one's identity (Das et al, 2021;Rodrigues et al, 2022), and consumers utilize brands to expand their identity (Wang & Qiao, 2020), compensate for deficiencies in their self-image (Consiglio & van Osselaer, 2022;Fastoso et al, 2018;Gorbaniuk et al, 2021), and generally create or shape their identity (Kim et al, 2019).…”

“…Masstige brands focus on creating symbolic benefits (Kumar et al, 2021), and their mass capital consists, in part, of consumers' perceived prestige (Das, Saha, & Roy, 2022; Kumar et al, 2021), which leads to their selection (Baek et al, 2010; Steenkamp et al, 2003). Brands provide a means to express one's identity (Das et al, 2021; Rodrigues et al, 2022), and consumers utilize brands to expand their identity (Wang & Qiao, 2020), compensate for deficiencies in their self‐image (Consiglio & van Osselaer, 2022; Fastoso et al, 2018; Gorbaniuk et al, 2021), and generally create or shape their identity (Kim et al, 2019).…”

Masstige buyers: Profile, perceived luxury values and purchase intentions

“…Das, Saha, and Balaji (2022b), Das, Saha, and Roy (2022d), and Ostovan and Nasr (2022) have provided compelling evidence that a product's uniqueness does not exert a substantial influence on the behavioral engagement of masstige consumers. Their findings contradict the advocated association between uniqueness and masstige consumption (Ganguly et al, 2023;Rodrigues et al, 2022).…”