ESTIMATION AND COMPARISON OF MASSTIGE VALUE OF RENOWNED FOOTWEAR BRANDS USING MMS SCALE
DOI:
https://doi.org/10.55829/ijmpr.v2i2.152Keywords:
Masstige marketing, mass prestige, MMSS, footwear brands, IndiaAbstract
The purpose of this conceptual paper is to assess and compare the masstige value of popular footwear brands, namely Bata, Adidas, Nike, and Puma, using the Masstige Mean Score Scale (MMSS) developed by Paul (2015). The study aims to determine which brand has successfully established a "top-of-mind" position based on mass prestige and the effectiveness of their masstige marketing strategy. Additionally, the paper examines the differences in masstige perception based on age, income, and gender among consumers. The research design involves the collection of primary data through questionnaires distributed to 205 Millennials and Generation Z consumers residing in different Indian states. The findings reveal that Adidas, a German brand, scores the highest in masstige value compared to Puma, Nike, and Bata. In addition, gender, income, and age significantly influence brand masstige, brand perception, and the propensity to pay premium prices for footwear brands. Therefore, the study provides valuable insights for footwear manufacturers to devise effective marketing strategies and tactics to enhance their sales in the Indian market.
References
Alagarsamy, S., & Paul, J. (2022). Masstige scale : An alternative to measure brand equity. March, 1–14. https://doi.org/10.1111/ijcs.12873
Alić, A., Činjarević, M., & Maktouf - Kahriman, N. (2022). Exploring the antecedents of masstige purchase behaviour among different generations. Management and Marketing, 17(3), 255–271. https://doi.org/10.2478/mmcks-2022-0014
Arora, A. S., McIntyre, J. R., Wu, J., & Arora, A. (2015). Consumer Response to Diffusion Brands and Luxury Brands: The Role of Country of Origin and Country of Manufacture. Journal of International Consumer Marketing, 27(1), 3–26. https://doi.org/10.1080/08961530.2014.974117
Baber, R., Upadhyay, Y., Kaurav, R. P. S., & 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. https://doi.org/10.1504/IJBEM.2020.109578
Bae, H., & Jo, S. H. (2022). The impact of age stereotype threats on older consumers’ intention to buy masstige brand products. International Journal of Consumer Studies, 2022(August), 1–14. https://doi.org/10.1111/ijcs.12867
Bilro, R. G., Loureiro, S. M. C., & dos Santos, J. F. (2022). Masstige strategies on social media: The influence on sentiments and attitude toward the brand. International Journal of Consumer Studies, 46(4), 1113–1126. https://doi.org/10.1111/ijcs.12747
Bonett, D. G., & Wright, T. A. (2015). Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3–15.
Dall’Olmo Riley, F., Pina, J. M., & Bravo, R. (2013). Downscale extensions: Consumer evaluation and feedback effects. Journal of Business Research, 66(2), 196–206. https://doi.org/10.1016/j.jbusres.2012.07.013
Das, M., Saha, V., & Balaji, M. S. (2021). “Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context. Journal of Product & Brand Management, April. https://doi.org/10.1108/JPBM-12-2020-3260
Das, M., Saha, V., & Roy, A. (2021). Inspired and engaged: Decoding MASSTIGE value in engagement. International Journal of Consumer Studies, June, ijcs.12726. https://doi.org/10.1111/ijcs.12726
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
Dogan, V., Ozkara, B. Y., Dogan, M., Arya, V., Sethi, D., Paul, J., Kim, J. E., Lloyd, S., Adebeshin, K., Kang, J. Y. M., Paul, J., Aagerup, U., Paul, J., Dollet, J. N., Díaz, A., Fernández-Moya, M. E., Solís, L., Vogler, E. A., Arora, A. A. S. A. A. S., … Paul, J. (2022). ‘Masstige’ marketing: A review, synthesis and research agenda. International Journal of Consumer Studies, 113(September), 384–398. https://doi.org/10.1016/j.jbusres.2019.09.030
Eng, T.-Y., & Bogaert, J. (2010). Psychological and cultural insights into consumption of luxury Western brands in India. Journal of Customer Behaviour, 9(1), 55–75. https://doi.org/10.1362/147539210X497620
Ginman, C., Lundell, C., & Turek, C. (2010). Luxury for the masses: A study of the H&M collaborations with focus on the images of the luxury designer brands. March, 60.
Goyal, A. (2020). Consumer Perceived Associations of Masstige Brands: An Indian Perspective. Journal of Promotion Management, 27(3), 399–416. https://doi.org/10.1080/10496491.2020.1838027
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(April), 954–966. https://doi.org/10.1016/j.jbusres.2022.05.057
Kim, J.-E., Lloyd, S., Adebeshin, K., & Kang, J.-Y. M. (2019). Decoding fashion advertising symbolism in masstige and luxury brands. Journal of Fashion Marketing and Management: An International Journal, 23(2), 277–295. https://doi.org/10.1108/JFMM-04-2018-0047
Kumar, A., & Paul, J. (2018a). 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. (2018b). 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., & Unnithan, A. B. (2020). ‘Masstige’ marketing: A review, synthesis and research agenda. Journal of Business Research, 113(September), 384–398. https://doi.org/10.1016/j.jbusres.2019.09.030
Lim, W. M., Aggarwal, A., & Dandotiya, R. (2022). Marketing luxury services beyond affluence in the new normal: Insights from fine dining during the coronavirus pandemic. Journal of Retailing and Consumer Services, 66(January), 102936. https://doi.org/10.1016/j.jretconser.2022.102936
Mansoor, M., & Paul, J. (2022). Mass prestige, brand happiness and brand evangelism among consumers. Journal of Business Research, 144(February), 484–496. https://doi.org/10.1016/j.jbusres.2022.02.015
Nobre, H., & Paul, J. (2022). Consumers ’ relationship with mass prestige brands and happiness. 1, 1–20. https://doi.org/10.1111/emre.12538
Paul, J. (2015). Masstige marketing redefined and mapped. Marketing Intelligence & Planning, 33(5), 691–706. https://doi.org/10.1108/MIP-02-2014-0028
Paul, J. (2018). Toward a “masstige” theory and strategy for marketing. European J. of International Management, 12(5/6), 722. 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
Rodrigues, P., Sousa, A., Fetscherin, M., & Borges, A. P. (n.d.). Exploring Masstige Brands’ Antecedents and Outcomes. International Journal of Consumer Studies.
Saavedra, C. M. C., & Bautista, R. A. (2020). Are you “in” or are you “out”?: Impact of FoMO (fear of missing out) on generation Z’s masstige-brand apparel consumption. Asia-Pacific Social Science Review, 20(2), 106–118. https://doi.org/10.13140/RG.2.2.12864.76804
Shin, H., Eastman, J., & Li, Y. (2022). Is it love or just like? Generation Z’s brand relationship with luxury. Journal of Product and Brand Management, 31(3), 394–414. https://doi.org/10.1108/JPBM-08-2020-3049
Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. Harvard Business Review, 81(4), 48–59.
Singh, B. (2022). Measuring consumer-based brand equity of prestigious mass brands using masstige mean score scale. International Journal of Consumer Studies, February, 1–25. https://doi.org/10.1111/ijcs.12839
Srivastava, K., & Chawla, D. (2017). Demographic and psychographic antecedents of ecologically conscious consumer behaviour: an empirical investigation. International Journal of Indian Culture and Business Management, 14(4), 480. https://doi.org/10.1504/IJICBM.2017.084372
Truong, Y., McColl, R., & Kitchen, P. J. (2009a). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5–6), 375–382.
Truong, Y., McColl, R., & Kitchen, P. J. (2009b). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5–6), 375–382. https://doi.org/10.1057/bm.2009.1
Varela, M., Lopes, P., & Mendes, R. (2021). Luxury brand consumption and counterfeiting: A case study of the portuguese market. Innovative Marketing, 17(3), 45–55. https://doi.org/10.21511/im.17(3).2021.04
Vock, M. (2022). Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands. Journal of Brand Management, 29(6), 569–583. https://doi.org/10.1057/s41262-022-00281-x
Wang, Y., & Qiao, F. (2020). The symbolic meaning of luxury-lite fashion brands among younger Chinese consumers. Journal of Fashion Marketing and Management: An International Journal, 24(1), 83–98. https://doi.org/10.1108/JFMM-09-2019-0204
Wang, Z., Yuan, R., Luo, J., & Liu, M. J. (2022a). Redefining “masstige” luxury consumption in the post-COVID era. Journal of Business Research, 143(January), 239–254. https://doi.org/10.1016/j.jbusres.2022.01.057
Wang, Z., Yuan, R., Luo, J., & Liu, M. J. (2022b). Redefining “masstige” luxury consumption in the post-COVID era. Journal of Business Research, 143(June 2021), 239–254. https://doi.org/10.1016/j.jbusres.2022.01.057
