Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers

Marta Pizzetti (), Philippe Chereau (), Isabella Soscia () and Fangyuan Teng ()
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Marta Pizzetti: EM - EMLyon Business School
Philippe Chereau: GREDEG - Groupe de Recherche en Droit, Economie et Gestion - UNS - Université Nice Sophia Antipolis (1965 - 2019) - CNRS - Centre National de la Recherche Scientifique - UniCA - Université Côte d'Azur
Isabella Soscia: SKEMA Business School - SKEMA Business School
Fangyuan Teng: ESC [Rennes] - ESC Rennes School of Business

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Abstract: The present research investigates how masstige strategies affect consumers' attitudes toward masstige and their intention to purchase masstige brands. An exploratory qualitative study and two experimental designs compared the response of consumers from two nationalities-Chinese and Franch. Chinese consumers generally express a more positive attitude and higher purchase intention toward masstige than French. The article further disentangles the role of the masstige strategy (accessory vs. sub-brand) by accounting for self-construal. Chinese consumers recognize the prestige of the parent brand in masstige sub-brands more than French consumers, and exhibited a more positive attitude and higher purchase intention toward said sub-brands. Meanwhile, French consumers were more accepting of masstige in the form of new product lines, such as accessories. From a managerial standpoint, companies need to tailor their masstige messaging to different consumer targets: for instance, by emphasizing durability and status for Chinese consumers, but intrinsic luxury values for French consumers.

Keywords: Masstige strategies; Interdependent self-construal; Chinese consumer; Western consumer (search for similar items in EconPapers)
Date: 2023
Note: View the original document on HAL open archive server: https://hal.science/hal-04207447
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Published in Journal of Business Research, 2023, 167, pp.114174. ⟨10.1016/j.jbusres.2023.114174⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04207447

DOI: 10.1016/j.jbusres.2023.114174

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