How Do Masstige Marketing and Country of Origin Impact Consumers in an Emerging Market ? An Investigation
DOI:
https://doi.org/10.17010/ijom/2024/v54/i11/174629Keywords:
masstige
, mass prestige, country of origin, country image, price, quality, and brand name.Paper Submission Date
, September 20, 2023, Paper sent back for Revision, April 1, 2024, Paper Acceptance Date, August 10, Paper Published Online, November 15, 2024Abstract
Purpose : The rise of middle-income people in emerging markets such as India makes it an appealing market for luxury companies. Although there are signs that Indian consumers show a growing interest in masstige products, there seems to be a lack of research on the role of masstige marketing and the influence of the country of origin (COO). The study investigated the significance of the masstige value and COO of the smartphone brands in the Indian market.
Design : The study employed a quantitative approach to evaluate how consumers perceive the prestige value of various smartphone brands and the country of origin influence. The primary data were collected using a survey questionnaire design. Data were collected from 425 Delhi respondents and evaluated using ANOVA, chi-square test, Pearson correlation, and t-tests. The MMSS, created by Paul (2015), was used to obtain masstige values.
Findings : The findings highlighted the gap in masstige value between American and Asian brands among Indian customers. In addition, the results demonstrated that price, quality, and social popularity influenced the COO effect, and brand perceptions of Indian consumers were highly influenced by their searches for information about the brands’ COO.
Practical Implications : The study provided tactics and suggestions for increasing smartphone sales in India based on how shoppers understand mass prestige. It provided marketing information for smartphone makers trying to enter the emerging Indian market.
Originality : Masstige luxury diverged greatly from conventional luxury. Country-of-origin analysis could provide unique insights on masstige trends, especially in a price-conscious and growing market like India.
Downloads
Published
How to Cite
Issue
Section
References
Agarwal, V., Sahoo, R., & Agarwal, A. (2019). A study on factors affecting mobile phone buying behaviour in Bhubaneswar and Cuttack. Indian Journal of Marketing, 49(11), 20–38. https://doi.org/10.17010/ijom/2019/v49/i11/148274
Ajitha, S., & Sivakumar, V. J. (2019). The moderating role of age and gender on the attitude towards new luxury fashion brands. Journal of Fashion Marketing and Management, 23(4), 440–465. https://doi.org/10.1108/JFMM-05-2018-0074
Baber, R., Upadhyay, Y., Kaurav, R. P., & Baber, P. (2020). Application of masstige theory and approaches for the marketing of smartphone brands in India. International Journal of Business and Emerging Markets, 12(3), 296–312. https://doi.org/10.1504/IJBEM.2020.109578
Boisvert, J., Christodoulides, G., & Khan, M. S. (2023). Toward a better understanding of key determinants and consequences of masstige consumption. Journal of Business Research, 161, Article ID 113871. https://doi.org/10.1016/j.jbusres.2023.113871
Brun, A., & Castelli, C. (2013). The nature of luxury: A consumer perspective. International Journal of Retail & Distribution Management, 41(11/12), 823–847. https://doi.org/10.1108/IJRDM-01-2013-0006
Chaudhary, P., & Sharma, S. (2022). Private label fashion brands: Through the lens of masstige marketing theory. Indian Journal of Marketing, 52(6), 8–24. https://doi.org/10.17010/ijom/2022/v52/i6/169833
Das, M., Saha, V., & Roy, A. (2022). Inspired and engaged: Decoding MASSTIGE value in engagement. International Journal of Consumer Studies, 46(3), 781–802. https://doi.org/10.1111/ijcs.12726
Das, M., Saha, V., Jebarajakirthy, C., Kalai, A., & Debnath, N. (2022). Cultural consequences of brands' masstige: An emerging market perspective. Journal of Business Research, 146, 338–353. https://doi.org/10.1016/j.jbusres.2022.03.081
De Nisco, A., & Oduro, S. (2022). Partitioned country-of-origin effect on consumer behavior: A meta-analysis. Journal of International Consumer Marketing, 34(5), 592–615. https://doi.org/10.1080/08961530.2021.2022062
Eckhardt, G. M., Belk, R. W., & Wilson, J. A. (2015). The rise of inconspicuous consumption. Journal of Marketing Management, 31(7–8), 807–826. https://doi.org/10.1080/0267257X.2014.989890
Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. https://doi.org/10.3758/BRM.41.4.1149
Granot, E., Russell, L. T., & Brashear-Alejandro, T. G. (2013). Populence: Exploring luxury for the masses. Journal of Marketing Theory and Practice, 21(1), 31–44. https://doi.org/10.2753/MTP1069-6679210102
Gupta, S., Raj, S., Singh, D. P., Singh, A., & Kastanakis, M. (2023). Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement. International Journal of Consumer Studies, 47(3), 1189–1209. https://doi.org/10.1111/ijcs.12897
Halkias, G., Davvetas, V., & Diamantopoulos, A. (2016). The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference. Journal of Business Research, 69(9), 3621–3628. https://doi.org/10.1016/j.jbusres.2016.03.022
Hamzaoui, L., & Merunka, D. (2006). The impact of country of design and country of manufacture on consumer perceptions of biâ€national products' quality: An empirical model based on the concept of fit. Journal of Consumer Marketing, 23(3), 145–155. https://doi.org/10.1108/07363760610663303
Hong, R., Zhang, Z., Zhang, C., & Hu, Z. (2023). Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands. International Marketing Review, 40(1), 49–79. https://doi.org/10.1108/IMR-08-2021-0260
Iaia, L., Leonelli, S., Masciarelli, F., Christofi, M., & Cooper, S. C. (2022). The malevolent side of masstige consumers' behavior: The role of dark triad and technology propensity. Journal of Business Research, 149, 954–966. https://doi.org/10.1016/j.jbusres.2022.05.057
Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class: Antecedents of the “bandwagon†luxury consumption behavior. Journal of Business Research, 65(10), 1399–1407. https://doi.org/10.1016/j.jbusres.2011.10.005
Kharas, H. (2017). The unprecedented expansion of the global middle class. The Brookings Institution. https://www.brookings.edu/articles/the-unprecedented-expansion-of-the-global-middle-class-2/
Kinra, N. (2006). The effect of countryâ€ofâ€origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15–30. https://doi.org/10.1108/02634500610641534
Kumar, A., & Paul, J. (2018). Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence. International Business Review, 27(5), 969–981. https://doi.org/10.1016/j.ibusrev.2018.02.007
Kumar, A., Paul, J., & StarÄević, S. (2021). Do brands make consumers happy?- A masstige theory perspective. Journal of Retailing and Consumer Services, 58, Article ID 102318. https://doi.org/10.1016/j.jretconser.2020.102318
Kumar, A., Paul, J., & Unnithan, A. B. (2020). 'Masstige' marketing: A review, synthesis and research agenda. Journal of Business Research, 113, 384–398. https://doi.org/10.1016/j.jbusres.2019.09.030
Kumar, P., & Kanchan. (2019). Purchasing criteria for apparels among Indian consumers. Indian Journal of Marketing, 49(1), 48–60. https://doi.org/10.17010/ijom/2019/v49/i1/140606
Kumar, R., & Kaushal, S. K. (2019). A study of factors affecting consumer behaviour towards electronic durable goods. Indian Journal of Marketing, 49(7), 35–48. https://doi.org/10.17010/ijom/2019/v49/i7/145403
Laricchia, F. (2024). Global smartphone market share held by smartphone vendors 2012-2023. Statista. https://www.statista.com/statistics/271492/global-market-share-held-by-leading-smartphone-vendors/
Lin, L.-Y., & Chen, C.-S. (2006). The influence of the countryâ€ofâ€origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248–265. https://doi.org/10.1108/07363760610681655
Liu, S. S., Johnson, K. F., & Johnson, K. F. (2005). The automatic country-of-origin effects on brand judgment. Journal of Advertising, 34(1), 87–97. https://doi.org/10.1080/00913367.2005.10639183
Munjal, V. (2014). Country of origin effects on consumer behavior. Available at SSRN. https://doi.org/10.2139/ssrn.2429131
Nunnally, J. C., & Bernstein, I. H. (2010). Psychometric theory (3rd ed.). Tata McGraw-Hill. https://search.worldcat.org/title/psychometric-theory/oclc/753339529?referer=di&ht=edition
Panigrahi, S. K., Azizan, N. A., & Al Shamsi, I. R. (2021). Product innovation, customer satisfaction, and brand loyalty of using smartphones among university students : PLS – SEM approach. Indian Journal of Marketing, 51(1), 8–25. https://doi.org/10.17010/ijom/2021/v51/i1/156931
Paul, J. (2015). Masstige marketing redefined and mapped: Introducing a pyramid model and an MMS measure. Available at SSRN. https://doi.org/10.2139/ssrn.2677495
Paul, J. (2018). Toward a 'masstige' theory and strategy for marketing. European Journal of International Management, 12(5–6), 722–745. https://doi.org/10.1504/EJIM.2018.094466
Paul, J. (2019). Masstige model and measure for brand management. European Management Journal, 37(3), 299–312. https://doi.org/10.1016/j.emj.2018.07.003
Paul, J., & Mas, E. (2016). The emergence of China and India in the global market. Journal of East-West Business, 22(1), 28–50. https://doi.org/10.1080/10669868.2015.1117034
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651–662. https://doi.org/10.1016/j.jbusres.2022.05.058
Roper, S., Caruana, R., Medway, D., & Murphy, P. (2013). Constructing luxury brands: Exploring the role of consumer discourse. European Journal of Marketing, 47(3/4), 375–400. https://doi.org/10.1108/03090561311297382
Samu, S., Chattopadhyay, T., & Mishra, A. (2024). Role of intrinsic and extrinsic cues on consumers' perceived product quality in an emerging market. Journal of International Consumer Marketing, 36(2), 115–131. https://doi.org/10.1080/08961530.2023.2215466
Sharma, P. (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285–306. https://doi.org/10.1057/jibs.2010.16
Sikkel, D. (2013). Brand relations and life course: Why old consumers love their brands. Journal of Marketing Analytics, 1(2), 71–80. https://doi.org/10.1057/jma.2013.5
Singh, B., & Dagur, A. (2022). Understanding influence of social media marketing of masstige fashion brands on generation Z female Indian consumers. Indian Journal of Marketing, 52(5), 8–24. https://doi.org/10.17010/ijom/2022/v52/i5/169414
Steenkamp, J.-B., Batra, R., & Alden, D. L. (2002). How perceived brand globalness creates brand value. Available at SSRN. https://doi.org/10.2139/ssrn.339365
Thach, L., Riewe, S., & Camillo, A. (2021). Generational cohort theory and wine: Analyzing how gen Z differs from other American wine consuming generations. International Journal of Wine Business Research, 33(1), 1–27. https://doi.org/10.1108/IJWBR-12-2019-0061
Verma, S., Yadav, S. K., & Raj, R. (2023). Trends in the evaluation of masstige marketing: A bibliometric analysis using R. Vision: The Journal of Business Perspective, 1–19. https://doi.org/10.1177/09722629231172046
Versace, C., Hawkins, E. L., & Abssy, M. (2021, July 09). World reimagined: The rise of the global middle class. Nasdaq. https://www.nasdaq.com/articles/world-reimagined%3A-the-rise-of-the-global-middle-class-2021-07-09
Wang, X., & Yang, Z. (2008). Does countryâ€ofâ€origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry. International Marketing Review, 25(4), 458–474. https://doi.org/10.1108/02651330810887495
Zbib, I., Ghaddar, R., Samarji, A., & Wahbi, M. (2021). Examining country of origin effect among Lebanese consumers: A study in the cosmetics industry. Journal of International Consumer Marketing, 33(2), 194–208. https://doi.org/10.1080/08961530.2020.1740634
