 Conceptualizing masstige buying behavior: A mixed-method approachSonal Purohit and Karan Nilesh Radia Journal of Business Research, 2022, vol. 142, issue C, 886-898 Abstract: This study is an attempt to advance the theory of masstige marketing by conceptualizing the masstige buying behavior. The masstige theory is in the infancy stage, with little advancement in consumer behavior. Therefore, a mixed-method approach was used to explore the antecedents of behavioral intention towards masstige brands. Based on the qualitative personal interviews conducted with16 iPhone users and drawing from theory, three dimensions of value and two dimensions of aspirations grounded in luxury value perception framework and conspicuous consumption theory were identified as the antecedents for behavioral intention towards masstige brands. These factors were used to develop a comprehensive theoretical framework that was tested through a quantitative survey (n = 378). The structural equation modeling approach revealed functional value, vanity value, and achievement signaling as the determinants of purchase intention for masstige brands. It was also found that purchase intention influences perceived brand happiness and attitudinal loyalty. Keywords: Masstige brands; Masstige marketing; Luxury value; Aspiration; Brand happiness; Attitudinal loyalty (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:jbrese:v:142:y:2022:i:c:p:886-898 DOI: 10.1016/j.jbusres.2022.01.023 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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