Masstige Marketing: A scale development and validity study

Abstract

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.