Understanding the role of image, quality and price for developing prestigious mass brands

Abstract

PurposeThis research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.Design/methodology/approachThe empirical research framework was developed by synthesising the past literature on masstige marketing and brand extension. Data was collected using a survey questionnaire from 396 respondents availing M-Wallet. Structural equation modelling was used to validate the brand revitalization attributes; further, the binary logistic regression model examined the effect of revitalization attributes on the chance of increasing customer's perception of masstige.FindingsThe exploratory study suggested brand image, service quality and value for money pricing as essential attributes to revitalize mass brands into masstige brands; furthermore, path analysis validated the positive effects of these attributes on the perception of masstige. The proposed binary logistic regression model suggested brand image as sensitive attributes, increasing the odds ratio by 9.39 times in favour of perceiving brand as masstige followed by the perceived service quality that is 5.87 times. The prediction capability of the proposed binary logistic regression model is found to be 96%.Practical implicationsThe methodology of this study provides the basis for future researchers to advance research on masstige. This study will assist the marketers of mass brands to make better marketing decisions related to how masstige image can be sustained or a new or less known brand can be revitalized into a prestigious brand.Originality/valueThis study is the first to provide empirical evidence of how the mass brand can be revitalised as masstige brands by considering image, quality and price attributes.

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

“…Marketing luxury brands to the mass market aims to create mass brand prestige value (Paul, 2018), which is expected to lead to an increase in brand perception and brand value among consumers through brand positioning (Paul, 2018). Brand image plays a key role in revitalizing mass brands into masstige brands (Singh, 2022(Singh, , 2023 and building masstige brand values. In turn, consumers purchasing masstige brands gain brand-attributed values for self-image (Das, Saha, & Roy, 2022).…”

Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

“…Second, Figure 4b shows that the second order of brand image was transformed into the first factor of functional image, symbolic image and experience image. Brand image has been discussed in abundant literature and has received increasing attention in tourism and hospitality studies (Li et al, 2021;Singh, 2023). However, previous studies have mainly used a single dimension to measure brand image (Akoglu and € Ozbek, 2022;Yuan et al, 2023).…”

Konsekuensi Social Media Advertising Pada Teh Kemasan

“…Niat membeli dapat digunakan untuk memprediksi perilaku yang akan datang. Purchase intention juga merupakan jenis keputusan yang mempelajari secara khusus mengapa konsumen melakukan pembelian atas suatu merek (Singh, 2022 ;Fajariah et al, 2016). Bila konsumen menunjukkan niat membeli yang tinggi maka akan dapat diprediksi konsumen akan melakukan pembelian aktual.…”