Constructing Consumer-Masstige brand relationships in a volatile social reality

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

“…Fifth, to be able to establish an appropriate brand strategy and, in particular, brand positioning in the minds of consumers, marketers need to understand the brand's value for the consumer's self. To achieve this, there should be extensive interviews/observations through various brand communication channels to understand consumer motivations (Moorlock et al, 2023). A promotional strategy should then demonstrate how mass brands can help consumers impress others by managing the experience (Purohit & Radia, 2022) to differentiate themselves (Kim et al, 2019) or follow others (Moorlock et al, 2023).…”

“…To achieve this, there should be extensive interviews/observations through various brand communication channels to understand consumer motivations (Moorlock et al, 2023). A promotional strategy should then demonstrate how mass brands can help consumers impress others by managing the experience (Purohit & Radia, 2022) to differentiate themselves (Kim et al, 2019) or follow others (Moorlock et al, 2023).…”

“…Social media provides an interface for consumers to make such presentations (Wang et al, 2012; for example, in the form of a short clip on Instagram or TikTok. Masstige brands should emphasize the qualities desired by consumers and be an active part of the consumer community (Moorlock et al, 2023) to facilitate the consumer process of congruence with the brand.…”

Masstige buyers: Profile, perceived luxury values and purchase intentions

“…Previous research indicates that consumers pursuing prestigious brands are motivated by the projected development of their ideal selves (reflecting the extent to which a brand/product is consistent with one's ideal self‐image and boosts self‐esteem) and ideal social selves (the congruence between a brand/product and the desired social image) (Bae & Jo, 2022; Boisvert et al, 2023; Kumar et al, 2021; Moorlock et al, 2023; Salem & Salem, 2018). Liu et al (2012) propose that the impact of the ideal (social) self may be more significant for luxury consumers than for non‐luxury consumers.…”

Masstige marketing: Addressing short‐term and long‐term happiness

“…This study includes self‐control and self‐indulgence to advance our understanding of how consumers manage their mental resources. The investigation is intended to contribute to the literature on masstige marketing concerning the way consumers manage their experiences to achieve their goals (Moorlock et al, 2023; Wang et al, 2022).…”