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

Abstract

Masstige marketing has gained considerable attention in the recent past as a theoretically significant and practically relevant concept. Masstige strategy encompasses all those activities directed to position the products for the masses, neither by offering drastic price reductions nor discounts. Rather its success depends on product innovation and promotion. Although it has been recognized as an important strategic construct, the nascent concept needs further investigation for better understanding. This research identifies significant gaps in the extant literature on fashion accessories masstige brands and intends to bridge them. The objective of the current study is to

Masstige buyers: Profile, perceived luxury values and purchase intentions

“…Interestingly, masstige buyers exhibit a similar appreciation for luxury values as premium luxury buyers. Our results confirm that conspicuousness is a common feature shared by premium luxury and masstige consumers (Barrera & Ponce, 2021; Chatterjee et al, 2023; Gupta et al, 2023; Kumar et al, 2020). Moreover, we challenge the arguments that masstige is less associated with status and social recognition (Goyal, 2020; Ho et al, 2023) and that masstige buyers are inconspicuous consumers (Boisvert et al, 2023; Ho et al, 2023; Kassie & Bang, 2022; Park et al, 2022).…”

“…Scholars have highlighted conspicuousness as a shared characteristic between luxury and masstige consumption (Barrera & Ponce, 2021; Gupta et al, 2023; Kumar et al, 2020). In contrast, Boisvert et al (2023) and Park et al (2022) suggest that masstige consumption distinguishes itself from luxury consumption by not conspicuously displaying logos or brand markers.…”

“…Masstige consumption frequently finds its roots in the desire for social approval (Das, Jebarajakirthy, & Sivapalan, 2022a; Granot et al, 2013; Gupta et al, 2023; Kastanakis & Balabanis, 2012; Singh, 2023). 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.…”

“…Academic research on masstige is only emerging, leaving crucial gaps in our understanding of masstige buyers and their values and consumption (Boisvert et al, 2023). Gupta et al (2023) stress the specific need for further research on consumers' purchase intention of masstige products framed within the broader scope of brand management. Premium luxury and masstige brands typically cater to distinct consumer segments (Katyal et al, 2022) with diverse socio‐demographic profiles and interpretations of what constitutes luxury (Abalkhail, 2020).…”

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

“…The research also argued that an individual will always look for a brand that adds social value, like prestige, reputation and credibility, and celebrity endorsers can enhance a brand's social value (Gupta et al ., 2023; Reyes-Menendez et al ., 2022). Research also reasoned that celebrity’ status congruence with the brand image significantly impacts brand attitude and advocacy intentions (Albert et al ., 2017).…”