The posh, the paradoxical and the phony: Are there individual differences between consumers of luxury, masstige and counterfeit brands?

Katyal, Kanupriya; Dawra, Jagrook; Soni, Nitin

doi:10.1016/j.jbusres.2022.07.059

Cited by 17 publications

(20 citation statements)

References 82 publications

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“…Consumers of masstige brands differ from consumers of luxury and counterfeits (Katyal et al, 2022), and masstige brands influence the market in unprecedented ways (Kumar & Paul, 2018). Therefore, proper brand management is critical ( Štreimikienė & Ahmed, 2021).…”

Section: Introductionmentioning

confidence: 99%

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

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

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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.

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Section: Introductionmentioning

confidence: 99%

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

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

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“…However, unlike (expressive) luxury consumers who intend to use possessions for self-expression (Hudders et al, 2013), premium luxury buyers are the least materialistic and concerned about linking their purchases to self-presentation. In line with Katyal et al (2022) description of luxury buyers as 'Maximisers', premium luxury buyers appear to prioritize functional and social values associated with luxury as 'Socially oriented Perfectionists'.…”

Section: Premium Luxury Buyersmentioning

confidence: 86%

“…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). However, prior studies have frequently overlooked such differences.…”

Section: Introductionmentioning

confidence: 99%

“…For example, Kolańska‐Stronka and Krasa (2023) examined the relationship between masstige's symbolic brand value and brand preference, underlining the multifaceted nature of masstige preferences but not offering any insights on how these values relate to premium luxury. Despite the significant strides in distinguishing premium luxury buyers from masstige buyers made by Ho et al (2023), Alić et al (2022), Katyal et al (2022), and Goyal (2020), the existing limitations and identified gaps in these studies serve as inspiration for the next contributions. We research the socio‐demographic profile of the four segments and the values they ascribe to luxury. We investigate a comprehensive set of luxury values Al‐Issa and Dens (2023) proposed as drivers for purchase intentions in the different segments.…”

Section: Introductionmentioning

confidence: 99%

“…While Goyal (2020) and Wiedmann et al (2009) highlight the distinct values associated with masstige and premium luxury, a gap exists as they do not explore how these values influence purchase intentions. 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).…”

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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A world of counterfeits: Knowledge to decide

Marín‐Palacios,

Botey‐Fullat,

Márquez

2024

J of Consumer Behaviour

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Counterfeiting has become a major social problem because of the consequences for consumers, businesses and governments. The objective is to describe the current state of counterfeiting research, define the main thematic areas, identify gaps and highlight key findings. A bibliometric analysis of the growing number of publications addressing the counterfeiting problem in the existing literature is conducted. The articles are taken from a search of the Scopus database. After excluding some scientific‐technological subareas, 1984 papers are analyzed, to which 23 outstanding papers were added at a later stage. In more recent years, most of the articles focus on the development of technologies. Four conceptual areas have been identified: technological development, social behavior, economic aspects and legal aspects. The latter two are the least studied. Also identified in the social area are two topics of interest that have been little addressed, namely, the effect of prior purchase experience and the development of theories describing consumer behavior towards counterfeits. The value derived from this research is the identification of new lines of research with the economic and legal area, it would be of interest to initiate a research program that studies what proportion of counterfeits are sanctioned, to which interest group the sanction is directed and if the sanction is proportional to the damage caused to society and the company. In addition, with regard to the study of counterfeit consumer behaviour, its development can provide information to guide the definition of public awareness strategies and help to adapt companies' marketing campaigns.

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The posh, the paradoxical and the phony: Are there individual differences between consumers of luxury, masstige and counterfeit brands?

Cited by 17 publications

References 82 publications

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

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

Masstige buyers: Profile, perceived luxury values and purchase intentions

A world of counterfeits: Knowledge to decide

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