Exploring masstige brands' antecedents and outcomes

Paula Rodrigues; Ana Sousa; Marc Fetscherin; Ana Pinto Borges

doi:10.1111/ijcs.12869

journal article Sep 26, 2022

Exploring masstige brands' antecedents and outcomes

Paula Rodrigues

Ana Sousa

Marc Fetscherin Ana Pinto Borges

International Journal of Consumer Studies Vol. 48 No. 1 · Wiley

View at Publisher Save 10.1111/ijcs.12869

Abstract

AbstractThis study focused on developing a new conceptual model of consumers' perceptions of—and behaviours towards—masstige brands based on consumer‐brand relationship and brand equity theory, which was then applied using quantitative data analysis. The research model facilitated an exploration of how important brand love, co‐creation and need for uniqueness are as masstige brand antecedents and of whether brand happiness, brand loyalty and electronic word of mouth are outcomes. The proposed model's generalisability was assessed based on consumer data on a total sample of 1041 consumers from three countries: the United States, Portugal and China. The hypotheses were tested using partial least squares‐structural equation modelling. The results show that the model is well specified, and all the hypothesised relationships between the selected constructs related to masstige brands are supported by the data. The five brands included in the questionnaire have Masstige Mean Score Scale Index values indicating that these brands fit in this classification. The findings have a wide range of theoretical and managerial implications.

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Metrics

57

Citations

158

References

Details

Published: Sep 26, 2022
Vol/Issue: 48(1)
License: View

Authors

P

Paula Rodrigues

COMEGI (Research Centre in Organizations, Markets, and Industrial Management), Universidade Lusíada – Norte Porto Portugal

A

Ana Sousa

COMEGI (Research Centre in Organizations, Markets, and Industrial Management), Universidade Lusíada – Norte Porto Portugal

M

Marc Fetscherin

Department of Business Rollins College Winter Park Florida USA

A

Ana Pinto Borges

ISAG – European Business School and Research Centre in Business Sciences and Tourism (CICET ‐ FCVC), COMEGI (Research Centre in Organizations, Markets, and Industrial Management) Porto Portugal

Cite This Article

Paula Rodrigues, Ana Sousa, Marc Fetscherin, et al. (2022). Exploring masstige brands' antecedents and outcomes. International Journal of Consumer Studies, 48(1). https://doi.org/10.1111/ijcs.12869

Exploring masstige brands' antecedents and outcomes

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