Civita di Bagnoregio, Italy: towards a people-centred heritage branding approach

Amer, Mohamed; Ginzarly, Manal; Renzi, Maria-Francesca

doi:10.1080/1743873x.2023.2188450

Cited by 4 publications

(1 citation statement)

References 38 publications

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“…Paul (2015) described masstige as “a phenomenon in which premium/high‐value products are marketed to a maximum number of customers by creating mass prestige while keeping the prices constant.” Numerous luxury brands have adopted the masstige strategy to offer premium products to middle‐income consumers (Kumar & Paul, 2018; Saha et al, 2023; Xue & Chawdhary, 2023). By offering affordable prices, masstige is viewed as a growth strategy for luxury brands, especially in emerging and developing countries (Amer et al, 2023; Park et al, 2022; Paul, 2015) that have substantial status‐conscious and middle‐class consumers with low per capita incomes (Eng & Bogaert, 2010)—traditional luxury consumption might not attract them (Rosendo‐Rios & Shukla, 2023). Asia's developing and emerging countries have massive middle‐class populations (Ishaq et al, 2023; Shahid & Paul, 2021).…”

Section: Introductionmentioning

confidence: 99%

Impact of self‐esteem and self‐gifting on masstige purchase intentions

Khan,

Ishaq,

Iqbal

et al. 2024

Int J Consumer Studies

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Consumers prefer brands that provide them with symbolic meaning, and they use them to enhance their self‐esteem and develop their status and personal images. Self‐esteem is an important psychological factor that contributes to an individual's purchase intentions and consumption behavior, but its role in shaping the consumption of masstige brands has not been thoroughly researched. Hence, this research aims: (1) to identify the masstige brands in the smartphone industry of Pakistan using the masstige mean index, and (2) to explore the role of self‐esteem in consumer consumption behavior grounded in terms of masstige, self‐gifting behavior, and brand personality. Moreover, this study uses self‐gifting behavior as the mediator and brand personality as the moderator in the relationship between self‐esteem and masstige purchase intention. The data from study 1 (n = 560) and study 2 (n = 329) were collected using a self‐administered questionnaire and analyzed using structural equation modeling. The results indicate that masstige brand consumption is influenced by self‐esteem; this relationship is mediated by self‐gifting behavior, and brand personality moderates the association. Theoretically, this study contributes to the masstige theory by exploring the role of self‐esteem in masstige consumption in an emerging economy. Practically, this study provides a comprehensive guideline for brand managers to devise effective marketing strategies to build their brands as masstige brands.

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