The role of product design in shaping masstige brand passion: A masstige theory perspective

Drawing on masstige theory, theory of consumption values, and generational cohort theory, we examine whether product design influences masstige brand passion (MBP). We also hypothesize product design cues, mass prestige values, and generational cohort as key boundary conditions. Four studies were conducted and the proposed hypotheses were tested using regression, processmacro, and structural equation modeling. Across three studies, we find that product design increases MBP, but this effect is contingent on two theoretically derived, managerially controllable moderators, namely high-level product design cues and high mass prestige values. The findings from Study 4 show that the reflective design had the greatest impact on MBP, followed by affective, cognitive, and ergonomic design characteristics. Study 4 also reveals that reflective design is more capable of capturing the MBP of Generation Z-ers, while the cognitive design is more promising for increasing MBP among Generation Y-ers. Finally, cognitive and ergonomic designs appear to be more salient for Generation Y-ers. Theoretically, this study adds significantly to the literature on product and brand management by demonstrating how design dimensions can strengthen customers' passion for masstige brands. From a managerial standpoint, this study is relevant for B2C luxury brand managers who: (i) are unsure about the importance of product designs, (ii) want to capitalize on product design to enhance brand passion but are unsure which product design dimensions to focus on, and/or (iii) have decided to launch new brands but need guidance on the specific design analytics relevant for generations Z, Y, and X.