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

Burhanudin, Burhanudin

doi:10.1111/ijcs.12893

Cited by 11 publications

(6 citation statements)

References 119 publications

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“…In another study, it shows a significant relationship between masstige brands and brand happiness (Kumar et al, 2021). Supporting previous research found that the intention to buy masstige products affects short-term happiness (Burhanudin, 2023).…”

Section: Brand Happinesssupporting

confidence: 61%

“…This is based on previous study which found a significant influence between purchase intention and brand happiness (Hwang & Han, 2014). Purchase intention in the concept of masstige brands can foster attitudinal loyalty and further create brand happiness (Burhanudin, 2023). Referring to these arguments, this study formulates the Hypothesis 3.…”

Section: Willingness To Purchase a Masstige Brand And Brand Happinessmentioning

confidence: 82%

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The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand

Fridian,

Burhanudin

2023

J. Manaj. dan Kewirausahaan

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Individuals often compare themselves to others because of the rise of social media, which can make them want to buy something like a luxury brand. However, reaching luxury brand will be difficult because in addition to the high price, the product is also made in limited quantities. Therefore, masstige brand is an alternative that companies can use. This study aims to determine the effect of social comparison orientation on willingness to purchase masstige brands and their impact on attitudinal loyalty and brand happiness. In this study, there were 211 participants. Structured equation modeling was used to analyze data. The results of analysis show social comparison orientation has an impact on willingness to purchase a masstige brand, resulting in attitudinal loyalty and brand happiness.

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Section: Brand Happinesssupporting

confidence: 61%

Section: Willingness To Purchase a Masstige Brand And Brand Happinessmentioning

confidence: 82%

The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand

Fridian,

Burhanudin

2023

J. Manaj. dan Kewirausahaan

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“…Studies have proven that masstige can enable not only the measurement of brand prestige but also brand equity (Alagarsamy et al, 2022; Paul, 2018, 2019). In addition, brand masstige has a role in explaining purchase intention (Burhanudin, 2023; Park et al, 2022). Based on the aforementioned articles, we can conclude that proper brand management can contribute to an increase in brand masstige and brand equity and thus higher brand sales.…”

Section: Discussion Of the Findingsmentioning

confidence: 99%

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

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

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The primary research objective was to test the masstige model, which is a mechanism to explain the relationship between symbolic value associated with a brand and brand preference (purchase intention). Using an online individual interview method, respondents rated the masstige, preference, and symbolic characteristics perceived in the image of a typical brand user (TBU), identifying three generalized positive and four negative characteristics. The research was conducted on 20 different brands. The generalized results were analysed using the partial least squares structural equation modeling method. The present study, based on 393 interviews, found that the main TBU characteristics positively associated with brand masstige were two positive dimensions of Sophistication (e.g., elegant), Responsibility (e.g., solid), and one negative dimension of Boorishness (e.g., simpleton), which significantly reduced masstige. In addition, TBU brings the masstige independent part of the brand preference. The results confirm the theoretical relationship between symbolic brand value and masstige, and show that masstige is not the only determinant of brand purchase intention. The results allow for the development/strengthening of the masstige brand statute by targeting TBU characteristics associated with style or responsibility, and reducing associations with neglect, which may translate into increased sales.

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“…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 P s. Despite these studies, the theoretical foundation of masstige is noticeably weak; research is scarce regarding antecedents on masstige purchase intentions from a consumer perspective (Burhanudin, 2024; Ishaq et al, 2023; Kumar et al, 2019).…”

Section: Discussionmentioning

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

Cited by 11 publications

References 119 publications

The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand

The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand

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

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

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