Linking Masstige Marketing with Masstige Value: A Study of Customers’ Views from an Emerging Market of Pakistan

Abstract

Masstige has become integral concept for luxury sector. Studies on this theme are scant, particularly in the masstige sector. This study aims to understand the role of consumer behavior attributes measured through Consumer Attitude (CA) and Consumer Hedonic Motivation (CHM) by examining the relationships between Masstige Marketing (MM) and Brand Prestige Value (BPV). Data was collected from 500 Apple’s MacBook consumers through questionnaire and model was analyzed using partial least squares (PLS) structural equation modeling approach. The obtained data was evaluated using SmartPLS software. Results showed that there is a positive relationship between MM and BPV and the link between MM and BPV was partially mediated by CA and CHM. The present study is the first to use the mediating role of consumer behavior attributes in masstige phenomenon.

From a practical point, the relationship between masstige marketing and consumer behavior attributes provides a clue on how masstige brands can enhance prestige value of the brands for the masses. Current study contributes to the literature by providing a theoretical framework and empirical evidences for predicting and explaining masstige brands consumers’ behavior. From managerial aspect, current study identified critical components that are mandatory to enhance brand prestige value and discussed the implications of predictive elements on developing masstige marketing strategies that increase consumer’s positive behavior towards the masstige brands.