The malevolent side of masstige consumers’ behavior: The role of dark triad and technology propensity

Iaia, Lea; Leonelli, Simona; Masciarelli, Francesca; Christofi, Michael; Cooper, Cary L.

doi:10.1016/j.jbusres.2022.05.057

Cited by 6 publications

(10 citation statements)

References 109 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Future studies should conduct experiments to test the relevance of the TBU image to brand massiveness. In addition, an interesting direction for future research may be to test the present findings in the context of celebrities, influencers, or avatars who promote the brand and can provide clues to the consumer's perception of a TBU (Iaia et al, 2022) in a digital context (Shukla et al, 2022).…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 97%

“…The literature addresses mass influence on branding from different perspectives, such as brand satisfaction, value, or loyalty (Kumar et al, 2021; Kumar & Paul, 2018; Paul, 2015). Factors influencing masstige include brand love, co‐creation, and the need for uniqueness (Rodrigues et al, 2022); perceived prestige value and product exclusivity (Chatterjee et al, 2023); brand personality fit (Shan et al, 2022); and consumer personality (Iaia et al, 2022). In addition, studies have shown that the masstige measure can be used as an indication of brand equity (Alagarsamy et al, 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Consumers' understanding of luxury has changed over the years. Some researchers (Campos Franco et al, 2019; Roper et al, 2013) argue that luxury has been democratized and is accessible to more consumers (Iaia et al, 2022; Rosendo‐Rios & Shukla, 2023). Masstige products refer to goods that are attainable at a premium, which corresponds to the contemporary understanding of luxury.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Research indicates that brand value (brand equity) is based on brand image, including TBU image (Chang & Liu, 2009). Therefore, when positioning brands as masstige, TBUs should be included as important antecedents (Iaia et al, 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Therefore, this paper aims to ascertain which TBU attributes are masstige brands' antecedents. Learning about the TBU attributes associated with masstige and consequently determining brand preference will contribute to better decision-making among marketers and branding theory (Iaia et al, 2022). In addition, discovering the relationship between specific brand user characteristics and brand masstige will allow for better positioning of the brand as a masstige and image-shaping, resulting in increased brand preference (Singh, 2023).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

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

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

View full text Add to dashboard Cite

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.

show abstract

Section: Limitations and Directions For Future Researchmentioning

confidence: 97%