Masstige Marketing: A scale development and validity study

Ishaq, Muhammad Ishtiaq; Raza, Ali; Bartikowski, Boris; Sarwar, Huma; Rehman, Zia ur

doi:10.1016/j.jbusres.2023.114112

Cited by 13 publications

(14 citation statements)

References 73 publications

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“…(Barrera & Ponce, 2021), and consumer traits such as acculturation (Das, Saha, Jebarajakirthy, et al, 2022c), can enhance the understanding of consumer behavior and motivation. While we gauged purchase intentions, consumers' willingness to pay a price premium would be another relevant outcome (Ishaq et al, 2023). By extending the proposed framework, we can advance insights into masstige and luxury buyers' purchasing motivations and decisions and the contextual influences that shape them.…”

Section: Limitations and Suggestions For Further Researchmentioning

confidence: 99%

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: Limitations and Suggestions For Further Researchmentioning

confidence: 99%

Masstige buyers: Profile, perceived luxury values and purchase intentions

Al‐Issa,

Kwiatek,

Dens

2024

Int J Consumer Studies

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“…Luxury was formerly reserved for a niche market with the characteristics of exclusivity and rarity (Ishaq et al, 2023;Zhan & He, 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

“…This study extends the understanding of the antecedents of masstige from the consumers' perspective through self-esteem. The existing studies on masstige noted that masstige is for the masses, affordable, not rare, and prestigious (Ishaq et al, 2023;Kumar et al, 2019). Kim et al (2019) presented a semiotic analysis of the advertisement for masstige brands, while Paul (2019) stated that masstige brands can be developed by adopting a masstige marketing strategy grounded on the four Ps.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

“…Economic growth and globalization have created a massive middle class that has created more business opportunities globally (Kapferer & Laurent, 2016). The businesses began to create unconventional ways to market luxury to this emerging class of customers to provide status (Ho et al, 2023), indulgence for the consumers (Basu et al, 2023; Ishaq et al, 2023), and superior quality and experiences. This reframing of luxury introduced a category that is now known as the new luxury (Eckhardt et al, 2015; Gupta et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

“…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). For instance, two billion Asians were classified as middle‐class in 2020; the numbers are expected to increase another 1.5% by 2030 in developing countries and by 2.7% in emerging economies (World Economic Forum, 2020).…”

Section: Introductionmentioning

confidence: 99%

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

Khan,

Ishaq,

Iqbal

et al. 2024

Int J Consumer Studies

Self Cite

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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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Gamification in financial service apps to enhance customer experience and engagement

Raza,

Rehmat,

Ishaq

et al. 2023

J of Consumer Behaviour

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The purpose of this research is twofold: (1) to examine the impact of gamification on user experiences, customer engagement, and purchase intentions in the financial industry and (2) to examine how immediate rewards vs. delayed rewards prompt different consumer behaviors in Pakistan's mobile banking (m‐banking) industry. The data for study 1 was collected from 340 m‐banking customers using a structured, survey‐based questionnaire, while study 2 collected data from 161 customers using an experimental‐based study. The structural equation modeling results show that gamification elements are positively related to user experiences and customer engagement, and customer engagement mediates the relationship between gamification and purchase intentions. Moreover, the results of the experimental‐based study show that immediate rewards more strongly influence user experiences, customer engagement, and purchase intentions. For theoretical implications, this study extends the scant literature on gamification in the m‐banking industry. For managerial implications, this research highlights the essential elements of gamification to increase customer engagement and purchase intentions in the m‐banking sector.

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Masstige Marketing: A scale development and validity study

Cited by 13 publications

References 73 publications

Masstige buyers: Profile, perceived luxury values and purchase intentions

Masstige buyers: Profile, perceived luxury values and purchase intentions

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

Gamification in financial service apps to enhance customer experience and engagement

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