Abstract
The purpose of the current study is to understand the underlying structure of Brand masstige and its subsequent effects. Specifically, this study aims to empirically examine the impact of Masstige (Mass prestige, brand perception, and propensity to pay premium) on consumer well-being (CWB) and brand loyalty (BL). Furthermore, the aim of this study is to investigate the impact of CWB on BL, and the mediatory role of CWB between Masstige (MP, BP, and PPP) and BL. Additionally, it seeks to investigate the interactive effect of Lifestyle congruence with Masstige (MP, BP, and PPP) to enhance CWB. Employing a cross-sectional research design, data has been collected through multi-stage and convenience sampling from masstige Hotel visitors (N=395) in the twin cities of Pakistan. The results of the study show a positive impact of MP, BP, and PPP on CWB. Furthermore, the current study supports the mediating role of consumer well-being between MP, BP, and PPP with Consumer loyalty. Moreover, the results prove the moderating role of lifestyle congruence between the association of Masstige and consumer well-being. Our study of masstige marketing for luxury services does not take into account technological advancements; thus, future studies can consider the importance of technology in the market, which can be useful to understand customer behavior and thus provide marketers with insights to plan for customer consumption and loyalty.
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