Masstige Marketing: A scale development and validity study

•Few studies are available to measure masstige value of the brand.•Conceptualizing masstige marketing scale – MasCal, in terms of masstige value and performance of the brands.•MasCal proposes five dimensions, namely, self-congruence, prestige, brand knowledge, brand loyalty, and willingness to pay t...

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Bibliographic Details
Published inJournal of business research Vol. 166; p. 114112
Main Authors Ishaq, Muhammad Ishtiaq, Raza, Ali, Bartikowski, Boris, Sarwar, Huma, Zia-ur-Rehman
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.11.2023
Subjects
Brand Loyalty
Masstige Marketing
Prestige
Scale Development
Self-Congruence
Brand Loyalty
Self-Congruence
Masstige Marketing
Prestige
Scale Development
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Summary:•Few studies are available to measure masstige value of the brand.•Conceptualizing masstige marketing scale – MasCal, in terms of masstige value and performance of the brands.•MasCal proposes five dimensions, namely, self-congruence, prestige, brand knowledge, brand loyalty, and willingness to pay the premium price. Luxury brands successfully use a masstige marketing strategy by offering consumers social status, prestige, and rarity at premium prices. Using Churchill’s (1979) scale development framework, this study proposes MasCal to address the recent calls on conceptualization and measurement of masstige marketing as an advancement in the strategic brand management domain. The five-dimensional masstige marketing scale covers self-congruence, prestige, brand knowledge, brand loyalty, and willingness to pay the premium price. The generalizability and nomological validity of the scale was examined by conducting three different studies in the restaurant, airline, and automobile industry. We outline comprehensive theoretical and practical implications hereunder.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2023.114112