Do brands make consumers happy?- A masstige theory perspective

Ajay Kumar, Justin Paul and StarÄ ević, SlaÄ‘ana

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Happiness has been topic of research since ancient times. This study explores the theory of consumer happiness grounded in the tenets of mass prestige (Masstige), self-consciousness and social ideal self by linking it with brand-induced happiness (Brand Happiness). The relationship is explored in light of self-consciousness and social ideal self by taking them as moderators. Data was collected from a European country using a standard questionnaire measuring brand happiness, masstige, self-consciousness and social ideal self from 346 respondents for three mobile phone brands from America, South Korea and China – iPhone, Samsung and Huawei. Exploratory Factor Analysis, Structural Equation Modelling, and Moderation Analysis revealed that the consumption of masstige brands lead to brand happiness. This relationship is moderated by self-consciousness, whereas social ideal self is not moderating the relationship. The study also revealed that only iPhone is a masstige brand. Implications of the findings and managerial applications along with theoretical contributions are discussed.

Keywords: Brand happiness; Mass prestige; Consumer happiness; Social consciousness; Social ideal self (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (29)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313266

DOI: 10.1016/j.jretconser.2020.102318

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