How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation

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Das, Manish
Jebarajakirthy, Charles
Sivapalan, Achchuthan
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2022
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Abstract

Rising income and the aspirations of the middle-class have resulted in the emergence of a new category of luxury brands popularly known as “masstige brands”. Researchers have attempted to establish masstige branding and masstige marketing as a differentiated research domain from luxury marketing. As an attempt to this end, the current study, which is confined to women's fashion clothing brands, investigates whether various luxury consumption values are equally applicable in inspiring masstige purchase. In addition, this study investigates whether dimensions of perceived authenticity of a masstige brand moderate the association between various consumption values and masstige purchase intention. By employing an online survey, 462 useable responses were collected from middle-income female consumers in India and analysed using PLS-SEM and multi-group analysis. The findings show that functional, experiential and symbolic consumption values inspire masstige fashion purchase but the zero-moment-of-truth consumption value does not. Quality and sincerity (but not heritage) dimensions of perceived brand authenticity enhance the consumption value perceptions leading to masstige purchase. This study is the first of its kind to examine the applicability of various luxury consumption values in masstige consumption besides testing the moderating effect of perceived brand authenticity.

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Journal of Retailing and Consumer Services

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68

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Subject

Consumption and everyday life

Consumer behaviour

Political economy and social change

Sociology

Commercial services

Strategy, management and organisational behaviour

Transportation, logistics and supply chains

Social Sciences

Business

Business & Economics

Masstige fashion

Luxury consumption values

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Das, M; Jebarajakirthy, C; Sivapalan, A, How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation, Journal of Retailing and Consumer Services, 2022, 68, pp. 103023

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