Masstige scale: An alternative to measure brand equity

Abstract

Masstige marketing is a strategic word for market penetration for premium but reachable products based on brand equity, trying to develop brand awareness, likability, affection and attachment. Hence, masstige scale may allow firms to measure brand equity to derive insights into the popularity of their brands. However, there is no empirical evidence available to test whether these scales are related measures of brand equity and, at the same time, independent measures, respectively. This study investigates whether the masstige scale and multidimensional consumer‐based brand equity scale measure the same constructs. A total of 493 participants evaluated four different athletic shoe brands. The multi‐trait, multimethod and confirmatory factor analyses suggested that the masstige scale may be a viable alternative to consumer‐based brand equity and masstige value. We discuss the implications and provide directions for future research derived from our findings.

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

“…However, brand capital is represented by both physical attributes and by the brand associations or perceptions of the TBU (Keller, 2016). These perceptions are, in turn, dependent on the level of masstige, as masstige has been shown to be linked to brand equity (Alagarsamy et al, 2022), which corroborates Paul's (2019) model in which broad brand value (or equity) determined masstige. Thus, this article sought to validate the masstige model (Paul, 2019), in which the level of masstige was thought to explain the relationship between the intensity of characteristics associated with a TBU constituting an element of brand equity (Keller, 2016) and brand preference.…”

“…These developments have also resulted in the creation of theoretical models to explain the importance of masstige for brand management (Paul, 2018(Paul, , 2019, as well as research resulting in scales to measure masstige (Paul, 2015). Studies have proven that masstige can enable not only the measurement of brand prestige but also brand equity (Alagarsamy et al, 2022;Paul, 2018Paul, , 2019. In addition, brand masstige has a role in explaining purchase intention (Burhanudin, 2023;Park et al, 2022).…”

Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

“…Masstige products are priced to maintain a balance between premium pricing and perceived distinction so that uniqueness (UQ) and brand exclusivity are maintained (Alagarsamy et al, 2022;Bilro et al, 2021;Kim et al, 2018;Nobre et al, 2022).…”

“…The researchers used several synonyms for masstige (populence, mass‐consumed luxury, democratization of luxury, accessible luxury) and underscored the focus of masstige is on creating mass prestige among the public (Kastanakis & Balabanis, 2012, 2014; Paul, 2019). Masstige products are priced to maintain a balance between premium pricing and perceived distinction so that uniqueness (UQ) and brand exclusivity are maintained (Alagarsamy et al, 2022; Bilro et al, 2021; Kim et al, 2018; Nobre et al, 2022).…”

Masstige buyers: Profile, perceived luxury values and purchase intentions

“…Masstige marketing represents a strategic approach to market penetration (Alagarsamy et al, 2022). Some brands (e.g., Michael Kors, Starbucks, MAC cosmetics) enter the market as "born" masstige brands.…”