Masstige consumption values and its effect on consumer behavior

Jungkun Park, Seung Yub Back and Dongyoup Kim

Journal of Retailing and Consumer Services, 2022, vol. 67, issue C

Abstract: This study provides a basis for market research for a deeper understanding of the masstige by segmenting the market according to the multi-dimensional consumption value and by explaining how masstige consumption value affects masstige brand equity and consumer's purchase intention. This research explores the relationship between the two types of brand extensions and consumer behavior because most brands penetrate the masstige market via brand extensions. Study 1 validates the dimensionality of the masstige consumption value and performs value-based market segmentation. From the results obtained in Study 1, Study 2 identifies the linear relationships between the dimensions of the masstige consumption value, masstige brand equity, and purchase intention. The results contribute to the existing literature by comprehensively investigating the consumption value and its effect on consumer behavior in the emerging masstige market.

Keywords: Masstige; Consumption value; Value-based segmentation; Masstige brand equity; Brand extension (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922000364

DOI: 10.1016/j.jretconser.2022.102943

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