How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation

Das, Manish; Jebarajakirthy, Charles; Achchuthan, Sivapalan

doi:10.1016/j.jretconser.2022.103023

Cited by 22 publications

(29 citation statements)

References 95 publications

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“…In this research, we follow the view of Napoli et al (2014) and define brand authenticity as the consumer's subjective evaluation of genuineness ascribed to a brand. An understanding that is quite dominant in current research (e.g., Das et al, 2022).…”

Section: Discussionmentioning

confidence: 99%

Be constantly different! How to manage influencer authenticity

Zniva

Weitzl

Lindmoser

2023

Electron Commer Res

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Social media influencers are increasingly approached by marketers to advocate brands and products. This practice is commonly called ‘influencer marketing’. Influencers can take advantage of their reach and importance for consumers’ decision making by obtaining rewards from marketers. At the same time, consumers are increasingly aware of this practice. In this context, the perception of an influencers´ authenticity is key when it comes to his/her ability to persuade others. In this research, we shed light on the nature of the influencer authenticity construct, its boundaries as well as its relationships with brand-related variables responsible for consumers’ buying decisions. Using an experimental approach (n = 163), we demonstrate that especially influencers’ uniqueness and consistency increase their authenticity. Furthermore, our results show a strong impact of influencer authenticity on purchase intention, which is partially mediated via brand authenticity and brand attitude.

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Section: Discussionmentioning

confidence: 99%

Be constantly different! How to manage influencer authenticity

Zniva

Weitzl

Lindmoser

2023

Electron Commer Res

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“…The first research stream focuses on the meaning of "masstige", "affordable luxury", or "luxury for masses", where researchers attempted to define "affordable luxuries" (Mundel et al, 2017), operationalise and measure the value of masstige brands by developing scales such as the Masstige Mean Score Scale (MMSS) (Baber et al, 2020;Kumar & Paul, 2018;Paul, 2015Paul, , 2019. The second research stream explores customer motivation and value derived from masstige brands (Das et al, 2022;Park et al, 2022;Purohit & Radia, 2022). The corpus suggests that different dimensions of the perceived value of masstige brands have a different effect on consumers' intention to engage in masstige consumption.…”

Section: Masstige Brandsmentioning

confidence: 99%

“…Consequently, various frameworks for assessing the different facets of luxury value perception have been developed by researchers (e.g., Ostovan & Khalili Nasr, 2022;Shukla & Purani, 2012;Vigneron & Johnson, 2004;Wiedmann & Hennigs, 2007). Although there is no consensus on the luxury value dimensions, Das et al (2022) identified functional, experiential, and symbolic values as essential drivers of masstige purchases in the fashion context. Although the multidimensional nature of luxury value perceptions has a long history in marketing research, Bachmann et al (2019) offered a narrower conceptualisation of luxury value, focusing on two aspects of luxury value perceptions: ownership and direct experience with a luxury brand.…”

Section: Luxury Value Perception and Intention To Purchase Masstige B...mentioning

confidence: 99%

“…The growth of up-and-coming middle-class individuals who desire to follow the lifestyle of the more affluent classes has caused a considerable shift in the concept of luxury (Das et al, 2022;Mundel et al, 2017). Luxury is no longer reserved for the upper echelons of society; instead, middle-class individuals worldwide are embracing a "new luxury" or "affordable luxury" (Das et al, 2022;Silverstein & Fiske, 2003;Shahid et al, 2021). Such shifts in the luxury consumer market have given birth to a new category of luxury brands called "masstige brands" (Kumar et al, 2020;Robertson et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…Consequently, research on masstige marketing is flourishing (for a review, see Kumar et al, 2020). However, despite this tremendous increase in masstige research, there is a need for additional research to develop and synthesise a robust theoretical framework on various aspects of masstige marketing (Das et al, 2022;Paul, 2018;Purohit & Radia, 2022;Shukla et al, 2022;Wang et al, 2022). Furthermore, masstige brand research has received more attention in developed European economies than in developing/emerging European markets (Shahid et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Exploring the antecedents of masstige purchase behaviour among different generations

Alić

Činjarević

Maktouf-Kahriman

2022

Management &Amp; Marketing

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The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.

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Strategic pathways to achieve Sustainable Development Goal 12 through Industry 4.0: Moderating role of institutional pressure

Sharma,

Singh,

Tsagarakis

2024

Bus Strat Env

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Emerging economies, at the vanguard of extensive resource depletion and limited environmental stewardship, are worst‐hit by climate change events, necessitating an extensive investigation of the relevance of I4.0 in attaining sustainable consumption and production patterns. This study focuses on Sustainable Production and Consumption (SDG12) and investigates how the implementation of I4.0 can contribute to the adoption of circular economy practices (CEPs) to incorporate elements of sustainable consumption and procurement into supply chains. Based on dynamic capabilities theory, institutional pressure, and the triple‐bottom‐line perspective, this study proposes an overarching research framework that presents the synergistic convergence of dynamic capabilities, I4.0, and the circular economy to achieve SDG12. This framework is empirically validated through a survey‐based, cross‐sectional research design by utilizing conditional process modeling. This study employed purposive sampling where respondents constituted 480 industry practitioners and professionals in digital supply chain and operations management from manufacturing firms based in the Baddi and Alwar districts in India. The findings demonstrate that I4.0 and CEPs sequentially mediate the impact of dynamic capabilities on SDG12, while mimetic pressure strengthens the impact of exploitation‐oriented strategy on SDG12.

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How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation

Cited by 22 publications

References 95 publications

Be constantly different! How to manage influencer authenticity

Be constantly different! How to manage influencer authenticity

Exploring the antecedents of masstige purchase behaviour among different generations

Strategic pathways to achieve Sustainable Development Goal 12 through Industry 4.0: Moderating role of institutional pressure

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