The effects of masstige on loss of scarcity and behavioral intentions for traditional luxury consumers

Rosendo-Ríos, Verónica; Shukla, Paurav

doi:10.1016/j.jbusres.2022.113490

Cited by 13 publications

(21 citation statements)

References 45 publications

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“…Despite the significance of this consumer segment, the existing literature provides limited insight into the specific values that resonate with this group. This segment is expected to acquire premium luxury for its inherent prestige and scarcity and views luxury as an investment (Rosendo-Rios & Shukla, 2023). Premium luxury items possess the potential to become vintage with increasing value over time.…”

Section: Buyers Of Both Premium Luxury and Masstigementioning

confidence: 99%

“…Premium luxury buyers may value the sustainable aspect of luxury as a way to communicate their values and affiliations (Cervellon & Shammas, 2013). Rosendo‐Rios and Shukla (2023) document that premium luxury consumers are reluctant to purchase masstige brands because of reduced brand scarcity. We expect premium luxury buyers to appreciate luxury perfectionism, uniqueness, conspicuousness, and sustainable values.…”

Section: Literature Reviewmentioning

confidence: 99%

“…This segment is expected to acquire premium luxury for its inherent prestige and scarcity and views luxury as an investment (Rosendo‐Rios & Shukla, 2023). Premium luxury items possess the potential to become vintage with increasing value over time.…”

Section: Literature Reviewmentioning

confidence: 99%

“…4. Many prior studies on masstige marketing or consumption are limited to specific brands or product categories (e.g., Bilro et al, 2022;Das, Saha, Jebarajakirthy, et al, 2022c;Lee & Cho, 2023;Rosendo-Rios & Shukla, 2023). For example, Ho et al (2023) and Ali c et al (2022) provide conceptual distinctions between luxury and masstige while, in their operationalization, masstige buyers are identified based on past purchases of one or two masstige brands, specifically within certain product categories and brands, underscoring the need for a more encompassing perspective.…”

Section: Introductionmentioning

confidence: 99%

“…In contrast, Katyal et al (2022) explores the purchase intentions of premium luxury and masstige buyers, centring the analysis only on two cognitive goals—maximizing or satisficing. Our research takes a unique approach and delves into a more diverse range of values, being one of the first to our knowledge to analyze luxury's sustainable value for different consumer profiles. Many prior studies on masstige marketing or consumption are limited to specific brands or product categories (e.g., Bilro et al, 2022; Das, Saha, Jebarajakirthy, et al, 2022c; Lee & Cho, 2023; Rosendo‐Rios & Shukla, 2023). For example, Ho et al (2023) and Alić et al (2022) provide conceptual distinctions between luxury and masstige while, in their operationalization, masstige buyers are identified based on past purchases of one or two masstige brands, specifically within certain product categories and brands, underscoring the need for a more encompassing perspective.…”

Section: Introductionmentioning

confidence: 99%

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Masstige buyers: Profile, perceived luxury values and purchase intentions

Al‐Issa,

Kwiatek,

Dens

2024

Int J Consumer Studies

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As the term masstige has only recently emerged, the literature on masstige branding and marketing remains relatively limited. More research is needed to understand better the distinct profiles of masstige and luxury buyers, their perceived luxury values and purchasing motives. Our study, involving 601 UK consumers, aims to address this gap. Based on consumers' self‐reported prior experiences with masstige and luxury brands, we identify four distinct consumer segments: Premium luxury Buyers, Masstige Buyers, Buyers of Both Premium luxury and Masstige, and Non‐luxury buyers who have not previously purchased either Premium luxury or Masstige brands. We then explore each segment's socio‐demographic profiles, their luxury value perceptions, and how these values influence their purchase intentions. Individuals across diverse income levels, spanning low, middle, and high, fall into four distinct segments with unique luxury perceptions. Premium luxury buyers are characterized as socially oriented perfectionists, while masstige buyers align with hedonic materialism. Buyers of both seek self‐distinction. Non‐luxury buyers spire for group conformity, prioritizing experiential enjoyment when given the opportunity. Furthermore, our study offers a practical value‐based positioning framework and a roadmap for brands looking to expand their target markets. This framework can be a valuable resource for luxury marketers seeking to refine their positioning and better align with the values that resonate with their target audiences.

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Section: Buyers Of Both Premium Luxury and Masstigementioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Masstige buyers: Profile, perceived luxury values and purchase intentions

Al‐Issa,

Kwiatek,

Dens

2024

Int J Consumer Studies

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Translating virtual product scarcity in gaming to real‐world brand value

Fukuda,

Nomura,

Akamatsu

2024

Psychology and Marketing

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This study explores how the scarcity of virtual products in virtual gaming spaces influences brand evaluation in the real world. While previous studies suggest that scarcity in virtual spaces can enhance brand value, the mechanisms and conditions under which this effect occurs (e.g., the characteristics of virtual spaces, consumer traits, and stimulus). Drawing on insights from scarcity research on physical products, we propose that the effects of scarcity may stem from the expectation of impression management. We developed a model that incorporates insights from physical product scarcity research with the unique aspects of virtual spaces and consumer characteristics. Through four studies, we discovered that the effect of supply scarcity in enhancing brand evaluation is pronounced when the space is online and when consumers have a high level of social presence. Furthermore, in cases where social presence is not high, encounters with others wearing scarce products were found to enhance the scarcity effect. Companies can enhance brand evaluation by strategically using virtual product scarcity in online gaming, particularly when targeting consumers with high social presence or creating opportunities for players to interact with others wearing scarce items.

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Disposal-based scarcity: How overstock reduction methods influence consumer brand perceptions and evaluations

Nguyen,

Bucic,

Ngo

et al. 2023

J. of the Acad. Mark. Sci.

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Overstock reduction methods offer important marketing signals that may affect consumer brand perceptions. In particular, some overstock reduction methods create disposal-based scarcity, that is, product scarcity resulting from reductions of unsold stock. Three experimental studies reveal distinct effects of incineration, which completely destroys the product, compared with methods that are less destructive, such as recycling, donating, or discounting through factory outlets. Achieving disposal scarcity through destruction ultimately damages consumer brand evaluations. In contrast, recycling, donating, and discounting methods, along with indicating a lack of brand overstock, can enhance brand evaluations. Communicating sold-out stock does not translate into such beneficial effects. These varied effects of different overstock reduction methods are mediated by perceptions of exclusivity, popularity, and wastefulness. Furthermore, the mediating effect of perceived wastefulness in the link between overstock reduction methods and brand evaluations is moderated by self–brand connection but not by perceived brand luxuriousness. This article thus integrates literature on scarcity, branding, wastefulness, and disposal behavior to identify a distinct type of scarcity and the conditions in which it has more positive or negative effects on brand perceptions and evaluations.

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The effects of masstige on loss of scarcity and behavioral intentions for traditional luxury consumers

Cited by 13 publications

References 45 publications

Masstige buyers: Profile, perceived luxury values and purchase intentions

Masstige buyers: Profile, perceived luxury values and purchase intentions

Translating virtual product scarcity in gaming to real‐world brand value

Disposal-based scarcity: How overstock reduction methods influence consumer brand perceptions and evaluations

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