Impact of self‐esteem and self‐gifting on masstige purchase intentions

Mumtaz Muhammad Khan; Muhammad Ishtiaq Ishaq; Muazma Iqbal; Ali Raza

doi:10.1111/ijcs.13012

journal article Feb 03, 2024

Impact of self‐esteem and self‐gifting on masstige purchase intentions

Mumtaz Muhammad Khan Muhammad Ishtiaq Ishaq

Muazma Iqbal Ali Raza

International Journal of Consumer Studies Vol. 48 No. 2 · Wiley

View at Publisher Save 10.1111/ijcs.13012

Abstract

AbstractConsumers prefer brands that provide them with symbolic meaning, and they use them to enhance their self‐esteem and develop their status and personal images. Self‐esteem is an important psychological factor that contributes to an individual's purchase intentions and consumption behavior, but its role in shaping the consumption of masstige brands has not been thoroughly researched. Hence, this research aims: (1) to identify the masstige brands in the smartphone industry of Pakistan using the masstige mean index, and (2) to explore the role of self‐esteem in consumer consumption behavior grounded in terms of masstige, self‐gifting behavior, and brand personality. Moreover, this study uses self‐gifting behavior as the mediator and brand personality as the moderator in the relationship between self‐esteem and masstige purchase intention. The data from study 1 (n = 560) and study 2 (n = 329) were collected using a self‐administered questionnaire and analyzed using structural equation modeling. The results indicate that masstige brand consumption is influenced by self‐esteem; this relationship is mediated by self‐gifting behavior, and brand personality moderates the association. Theoretically, this study contributes to the masstige theory by exploring the role of self‐esteem in masstige consumption in an emerging economy. Practically, this study provides a comprehensive guideline for brand managers to devise effective marketing strategies to build their brands as masstige brands.

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Details

Published: Feb 03, 2024
Vol/Issue: 48(2)
License: View

Authors

M

Mumtaz Muhammad Khan

Department of Management Sciences Imperial College of Business Studies Lahore Lahore Pakistan

M

Muhammad Ishtiaq Ishaq

School of Management Sciences Quaid‐i‐Azam University Islamabad Islamabad Pakistan; Adnan Kassar School of Business Lebanese American University Beirut Lebanon

M

Muazma Iqbal

Department of Management Sciences Imperial College of Business Studies Lahore Lahore Pakistan

A

Ali Raza

Excelia Business School La Rochelle France

Cite This Article

Mumtaz Muhammad Khan, Muhammad Ishtiaq Ishaq, Muazma Iqbal, et al. (2024). Impact of self‐esteem and self‐gifting on masstige purchase intentions. International Journal of Consumer Studies, 48(2). https://doi.org/10.1111/ijcs.13012

Impact of self‐esteem and self‐gifting on masstige purchase intentions

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