 Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidenceAjay Kumar and Justin Paul International Business Review, 2018, vol. 27, issue 5, 969-981 Abstract: In recent years, competition between brands have been linked to mass prestige associated with the brands. Mass Prestige (Masstige) is very important to study, and yet it is a relatively less investigated construct in the literature. This study is an attempt to contribute to the literature grounded in masstige theoretical approach by examining the prestige associated with the four best-selling laptop brands: 1) two American brands (HP, Dell); and 2) two Asian brands (Lenovo and Acer). We analyzed the competition between these brands in the second fastest growing emerging market, India. In order to measure masstige value, we used the Masstige Mean scale (Paul, 2015). The results show that American brands have the potential to be seen as prestige brands while Asian brands are trailing behind in masstige value and competition. Finally, but not less important, this paper discusses the potential reasons for different masstige value of four laptop brands. Keywords: Mass prestige; Brand equity; Prestige brands; Competition; Strategic brand management; Emerging market (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:iburev:v:27:y:2018:i:5:p:969-981 Ordering information: This journal article can be ordered from DOI: 10.1016/j.ibusrev.2018.02.007 Access Statistics for this article International Business Review is currently edited by P. Ghauri More articles in International Business Review from Elsevier |
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