Luxury or Masstige: Role of Global and Local Identities, Luxuriousness Variances, Price Luxuriousness Inferences, and Consumer Flexibility

Soni, Nitin

doi:10.1080/08961530.2022.2108183

Cited by 7 publications

(8 citation statements)

References 72 publications

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“…Understanding the unique characteristics and desires of each segment provides valuable insights for developing marketing approaches that can attract and retain customers, thereby fostering growth and success for premium luxury and masstige brands (Roeraas & Loranger, 2022;Soni, 2023; Suzuki & Kanno, 2022). Figure 5 illustrates potential avenues for brands in each luxury category to expand their target markets in distinct directions.…”

Section: Discussionmentioning

confidence: 99%

“…In the context of the existing literature, premium luxury marketing and Masstige marketing necessitate distinct strategies and capabilities due to the differing nature of their target consumers (Soni, 2023; Suzuki & Kanno, 2022). By identifying and understanding the purchase motives of distinct consumer segments within the luxury market, brands can improve their overall value proposition and enhance target consumers' purchase intentions.…”

Section: Discussionmentioning

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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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Masstige buyers: Profile, perceived luxury values and purchase intentions

Al‐Issa,

Kwiatek,

Dens

2024

Int J Consumer Studies

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“…The conspicuous value scale was developed by Saruchera and Mthombeni (2023) and adapted into Turkish by Kılıç and Satı (2019), which consists of four items. The questionnaire was also evaluated for content and face validity by a panel of three experts working in the luxury sector, as suggested by scholars (Das et al, 2021;Soni, 2023).…”

Section: Research Methods Measuresmentioning

confidence: 99%

“…Snowball sampling was used to collect data (e.g. Das et al, 2021;Soni, 2023) from active athletes who purchased true luxury brands after utilizing some connections created through personal references and athlete groups. To ensure the eligibility of the participants, there were several screening questions (e.g.…”

Section: Sample Design and Data Collectionmentioning

confidence: 99%

Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption

Akoğlu,

Yildiz,

Kumar

2024

MIP

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PurposeAlthough extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.Design/methodology/approachThe study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.FindingsFindings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.Originality/valueThe study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.

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“…This segment does not own luxury assets. The Near (dollar) Millionaires are Corporate CEOs, medium sized enterprise owners and top professionals, who indulge often is various luxury products and services (Soni, 2022).…”

Section: Quantum Of Wealthmentioning

confidence: 99%

Exploring Identifiers in the Luxury Consumer Segment – an Indian Perspective

Devanathan¹

2023

J. Professional Business Review

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Purpose: Conceptualize the identifiers of segments emerging on the bases of a) Income and Wealth, b) Socio-Cultural and c) Behavioural aspects by diving deep into academic literature, market and industry reports and new articles – all examined through the unique lens of the Indian context. Theoretical Framework: This conceptual paper draws from theories on value drivers of luxury ( ) and synthesizes it with classical consumer market segmentation theory ( ). Design Methodology and Approach: This is conceptual paper created by the integration of literatures and available secondary data to propose integrated frameworks. Research, Practical and Social Implications: The research implication for this paper stems from the fact that the conceptual models proposed pave the way for empirical verification. The research also provides practitioners and luxury marketers with insights that may be referred to while designing marketing programs in this market. Originality Value: The paper synthesizes and integrates existing luxury literature, secondary data on Indian luxury markets and classical segmentation theory to add value to analysing luxury segments in the unique cultural context of India

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Luxury or Masstige: Role of Global and Local Identities, Luxuriousness Variances, Price Luxuriousness Inferences, and Consumer Flexibility

Cited by 7 publications

References 72 publications

Masstige buyers: Profile, perceived luxury values and purchase intentions

Masstige buyers: Profile, perceived luxury values and purchase intentions

Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption

Exploring Identifiers in the Luxury Consumer Segment – an Indian Perspective

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