 Mass prestige, brand happiness and brand evangelism among consumersMahnaz Mansoor and Justin Paul Journal of Business Research, 2022, vol. 144, issue C, 484-496 Abstract: Grounded on the Masstige theory, this study examines the direct and indirect impact of Mass Prestige of a Brand (MPB), Brand Perception (BP), and Propensity to Pay the Premium (PPP) on Brand Evangelism (BE) via Brand Happiness (BH) as a mediator. Moreover, the moderating role of Self-pleasing Experience (SPE) between Masstige and BH and the interactive effect of Product Beliefs (PB) with BH to check its impact on BE was assessed. Two independent studies using cross-sectional and time-lagged approaches were conducted among cosmetics and clothing brand consumers. Results supported all the hypothesized paths with minor differences in impact size for both studies reflecting MBP, BP, and PPP as important predictors of BE through the underlying mechanism of BH. Likewise, results reveal that SPE acts as a catalyst to enhance BH in consumers, and this happiness further interacts with PB to motivate consumers to evangelize others to buy/use prestigious brands. Keywords: Mass Prestige; Brand Perception; Propensity to Pay the Premium; Brand Evangelism; Brand Happiness; Self-pleasing Experience; Product Beliefs (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:144:y:2022:i:c:p:484-496 DOI: 10.1016/j.jbusres.2022.02.015 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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