Abstract The recent interest of marketers in adopting masstige strategy is a testimony to its potential. But, the dialogue on masstige among research community is not befitting its requirement. This ...special issue was launched to address this pressing demand towards masstige research. This special issue serves the masstige theory with eight rigorous research papers covering utmost relevant varied aspects of masstige. Papers in this special issue establish the relevance of masstige strategy for hitherto less explored aspects like services, old‐age consumers, short‐ and long‐term happiness, and so forth. Novel insights are offered along with future research propositions for masstige research. Our aim of this special issue is well addressed by generating and advancing interest of scholars towards masstige and thereby extending the current horizons of masstige research.
Luxury brands are increasingly targeting the middle class through ‘masstige marketing’ as the trendy business opportunity,' which combines luxury and mass appeal. This strategy aims to make high-end ...brands more accessible to a wider audience, catering to the desires and preferences of the middle class. Grounded in the Mass Prestige (Masstige) theory, this study examines the direct and indirect impact of Symbolic motivations (snob, Veblen, and bandwagon) on Masstige Purchase Intention (MPI) via Inspiration Towards Masstige (ITM) as a mediator. Moreover, the contingent impact of Brand Credibility (BC) between ITM and MPI was assessed. Two independent studies were conducted among consumers of clothing and car brands. Results supported all the hypothesized paths reflecting symbolic motivations as important predictors of MPI directly and through the underlying mechanism of ITM. However, significant differences were observed in the impact size of the Veblen and bandwagon motivations on ITM and MPI among clothing and car brand consumers. Moreover, results revealed that BC significantly interacts with ITM to augment the MPI in both studies. However, this contingent impact was stronger to enhance MPI among the consumers of car brands than clothing brands. Furthermore, study implications and future research directions are presented in detail.
The purpose of this article is to reconceptualize the term “masstige” (Mass Prestige) marketing, develop a masstige model for brand management, and extend the use of the Masstige Mean Scale (MMS). ...The study was conducted based on the data from 600 individuals living in the United States, France, and India using a structured questionnaire consisting of different factors/sources of brand equity, such as mass prestige, brand knowledge, and perceived quality. On the basis of the findings, we establish that the greater the brand's Masstige Mean Index (MMI) value (“MMIV”), the higher the potential customers' top-of-mind brand awareness. Low MMIVs imply that firms have a long way to go to build their brands. We argue that MMI may allow firms to measure brand equity in different regions, within a country or in foreign countries, to derive insights into the popularity of their brands. We posit three theoretical propositions and develop two theoretical models (i) a hexagon model and (ii) a three-stage model for masstige marketing to define, reconceptualize, and explain the phenomenon.
•Product design helps boost passion for masstige brands, but the effect is moderated by the high-level product design cues and high mass prestige values.•Reflective product design has the strongest ...impact on masstige brand passion, followed by affective, cognitive, and ergonomic design characteristics.•Reflective product design is more capable of capturing Generation Z's passion for a masstige brand.•Cognitive design is more promising for increasing passion for masstige brands among Generation Y-ers.•Cognitive and ergonomic design dimensions appear to be more salient for Generation Y-ers.
Drawing on masstige theory, theory of consumption values, and generational cohort theory, we examine whether product design influences masstige brand passion (MBP). We also hypothesize product design cues, mass prestige values, and generational cohort as key boundary conditions. Four studies were conducted and the proposed hypotheses were tested using regression, processmacro, and structural equation modeling. Across three studies, we find that product design increases MBP, but this effect is contingent on two theoretically derived, managerially controllable moderators, namely high-level product design cues and high mass prestige values. The findings from Study 4 show that the reflective design had the greatest impact on MBP, followed by affective, cognitive, and ergonomic design characteristics. Study 4 also reveals that reflective design is more capable of capturing the MBP of Generation Z-ers, while the cognitive design is more promising for increasing MBP among Generation Y-ers. Finally, cognitive and ergonomic designs appear to be more salient for Generation Y-ers. Theoretically, this study adds significantly to the literature on product and brand management by demonstrating how design dimensions can strengthen customers' passion for masstige brands. From a managerial standpoint, this study is relevant for B2C luxury brand managers who: (i) are unsure about the importance of product designs, (ii) want to capitalize on product design to enhance brand passion but are unsure which product design dimensions to focus on, and/or (iii) have decided to launch new brands but need guidance on the specific design analytics relevant for generations Z, Y, and X.
•This study advanced the masstige theory by conceptualizing consumer buyer behavior.•A mixed method approach was adopted for this study.•Functional value, vanity value and achievement signaling were ...found to be the predictors of purchase intention for masstige brands.•The intention to purchase masstige brands enhances the brand happiness and attitudinal loyalty.•The findings can be used by the brand managers to strategize the masstige brand positioning among the customers.
This study is an attempt to advance the theory of masstige marketing by conceptualizing the masstige buying behavior. The masstige theory is in the infancy stage, with little advancement in consumer behavior. Therefore, a mixed-method approach was used to explore the antecedents of behavioral intention towards masstige brands. Based on the qualitative personal interviews conducted with16 iPhone users and drawing from theory, three dimensions of value and two dimensions of aspirations grounded in luxury value perception framework and conspicuous consumption theory were identified as the antecedents for behavioral intention towards masstige brands. These factors were used to develop a comprehensive theoretical framework that was tested through a quantitative survey (n = 378). The structural equation modeling approach revealed functional value, vanity value, and achievement signaling as the determinants of purchase intention for masstige brands. It was also found that purchase intention influences perceived brand happiness and attitudinal loyalty.
This study provides a basis for market research for a deeper understanding of the masstige by segmenting the market according to the multi-dimensional consumption value and by explaining how masstige ...consumption value affects masstige brand equity and consumer's purchase intention. This research explores the relationship between the two types of brand extensions and consumer behavior because most brands penetrate the masstige market via brand extensions. Study 1 validates the dimensionality of the masstige consumption value and performs value-based market segmentation. From the results obtained in Study 1, Study 2 identifies the linear relationships between the dimensions of the masstige consumption value, masstige brand equity, and purchase intention. The results contribute to the existing literature by comprehensively investigating the consumption value and its effect on consumer behavior in the emerging masstige market.
•This study evaluates the role of acculturation patterns in shaping prestige perception of masstige brands.•Assimilation, integration, and marginalization acculturation patterns perceived RayBan ...Sunglass as a masstige brand.•Separation acculturation pattern do not perceive RayBan as a masstige brand.•Study advances the implications of consumer culture theory (CCT) in mass-prestige brands consumption.
The increase in disposable income and the luxury aspirations of the middle-class have led to the introduction of a new genre of luxury, known as masstige luxury. The extant research has yet to investigate the role of acculturation - changes in an individual’s thoughts and behavior that result from (in)direct exposure to culturally dissimilar individuals or groups - in shaping the masstige perception of a brand. The current study addresses this gap by examining how various acculturation patterns (i.e., integration, assimilation, separation, and marginalization) assess the mass-prestige quotient of fashion accessory brands (sunglasses). The study identifies RayBan as a masstige brand in the sunglasses category and observes that the assimilation acculturation group assigned RayBan the highest masstige score, followed by the integration, marginalization, and separation groups. Furthermore, cultural worldview is identified as the underlying mechanism for differences in the masstige scores across various acculturation groups. By explaining the cultural consequences of masstige-based brand consumption, this study contributes to the growing masstige academic literature.
•Luxury status signaling can lead to negative social outcomes (e.g., reduced warmth)•Masstige (mass prestige) signaling may provide a solution for the consumer.•Five experimental studies discover ...that masstige is not a solution.•Compared to masstige, luxury signals confer more status but equal levels of warmth.•Further, masstige consumers were found to be most sensitive to luxury signals.
Can masstige consumers have their cake and eat it too? We explore how signaling through masstige (mass prestige) goods, compared with their luxury counterpart, impacts two important sociometric variables of peer popularity: status and warmth. Given recent research that has demonstrated how luxury status signaling confers to the signaler diminished perceptions of warmth, the current research investigates whether signaling through masstige products can allow consumers to enjoy the benefits of status without incurring the social cost of reduced perceived warmth. Five experimental studies lead to the conclusion that this is not the case: Masstige consumers neither gain increased perceptions of warmth nor status. The studies identify impression management as the causal mechanism (Studies 1a and 1b), introduce a way to attenuate this effect (Study 2), and consider how luxury and masstige consumers differentially identify status signals (Studies 3a and 3b).
•Co-branding as a strategy for luxury brands to achieve masstige.•Luxury brands should ally with “mass cool” brands for masstige co-branding.•Brand coolness creates perceived fit between luxury and ...mass brands.•Self-brand connection moderates the brand coolness and perceived fit relationship.
Masstige marketing could be attractive to luxury brands to reach a wider market, though success is difficult. This study proposes co-branding as an alternative strategy for luxury brands to achieve masstige. Luxury brands can ally with mass brands to leverage their strength in mass marketing. Because luxury and mass are conceptually opposing ideas, co-branding between the two can be difficult. However, this study identifies brand coolness as a key attribute to create perceived fit between luxury and mass brands. The results show that brand coolness of mass brand affects perceived fit, which impacts attitude toward the co-branded product and its purchase intention. Additionally, self-brand connection with the luxury brand moderates this effect, and product category involvement negatively impacts perceived fit. The results have implications for brand managers who wish to select partners for masstige co-branding. The article concludes by proposing methods to create congruence among opposing brand concepts.
The marketing term ‘masstige’ is a hybrid of the words ‘mass’ and ‘prestige’ and is used to describe ‘luxury for the masses’ or ‘prestige for the masses.’ These products can be considered ‘luxury’ or ...‘premium’, and they are priced between midmarket products and super-premium products, having appropriate product functionality as well as exclusivity. This study identifies product attributes which impact consumer purchase intention of ‘masstige’ products, and further analyzes the moderator effects of consumer emotion, status, and pride on purchase intention. After a literature review and considering theories, we prepare a conceptual model. The model was validated using PLS-SEM technique by analyzing the results of a survey conducted with 358 usable respondents. The study shows that ‘perceived prestige value’ is important for consumers purchasing masstige products, whereas status, emotion, and pride play important moderating roles in their purchase.
