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Conceptualizing masstige buying behavior: A mixed-method approach

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  • Purohit, Sonal
  • Radia, Karan Nilesh

Abstract

This study is an attempt to advance the theory of masstige marketing by conceptualizing the masstige buying behavior. The masstige theory is in the infancy stage, with little advancement in consumer behavior. Therefore, a mixed-method approach was used to explore the antecedents of behavioral intention towards masstige brands. Based on the qualitative personal interviews conducted with16 iPhone users and drawing from theory, three dimensions of value and two dimensions of aspirations grounded in luxury value perception framework and conspicuous consumption theory were identified as the antecedents for behavioral intention towards masstige brands. These factors were used to develop a comprehensive theoretical framework that was tested through a quantitative survey (n = 378). The structural equation modeling approach revealed functional value, vanity value, and achievement signaling as the determinants of purchase intention for masstige brands. It was also found that purchase intention influences perceived brand happiness and attitudinal loyalty.

Suggested Citation

  • Purohit, Sonal & Radia, Karan Nilesh, 2022. "Conceptualizing masstige buying behavior: A mixed-method approach," Journal of Business Research, Elsevier, vol. 142(C), pages 886-898.
    • Handle: RePEc:eee:jbrese:v:142:y:2022:i:c:p:886-898
    DOI: 10.1016/j.jbusres.2022.01.023
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