Impact of self-esteem and self-gifting on masstige purchase intentions

IF 8.6 2区 管理学 Q1 BUSINESS
Mumtaz Muhammad Khan, Muhammad Ishtiaq Ishaq, Muazma Iqbal, Ali Raza
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Abstract

Consumers prefer brands that provide them with symbolic meaning, and they use them to enhance their self-esteem and develop their status and personal images. Self-esteem is an important psychological factor that contributes to an individual's purchase intentions and consumption behavior, but its role in shaping the consumption of masstige brands has not been thoroughly researched. Hence, this research aims: (1) to identify the masstige brands in the smartphone industry of Pakistan using the masstige mean index, and (2) to explore the role of self-esteem in consumer consumption behavior grounded in terms of masstige, self-gifting behavior, and brand personality. Moreover, this study uses self-gifting behavior as the mediator and brand personality as the moderator in the relationship between self-esteem and masstige purchase intention. The data from study 1 (n = 560) and study 2 (n = 329) were collected using a self-administered questionnaire and analyzed using structural equation modeling. The results indicate that masstige brand consumption is influenced by self-esteem; this relationship is mediated by self-gifting behavior, and brand personality moderates the association. Theoretically, this study contributes to the masstige theory by exploring the role of self-esteem in masstige consumption in an emerging economy. Practically, this study provides a comprehensive guideline for brand managers to devise effective marketing strategies to build their brands as masstige brands.

自尊和自我馈赠对名牌购买意向的影响
消费者偏爱那些能给他们带来象征意义的品牌,他们通过这些品牌来增强自尊,发展自己的地位和个人形象。自尊是影响个人购买意向和消费行为的重要心理因素,但自尊在塑造名牌消费中的作用尚未得到深入研究。因此,本研究旨在:(1) 利用自尊平均指数识别巴基斯坦智能手机行业中的自尊品牌;(2) 从自尊、自我馈赠行为和品牌个性三个方面探讨自尊在消费者消费行为中的作用。此外,本研究还将自我馈赠行为作为自尊与masstige购买意向之间关系的中介因素,将品牌个性作为调节因素。研究 1(n = 560)和研究 2(n = 329)的数据是通过自填问卷收集的,并使用结构方程模型进行了分析。结果表明,名牌消费受自尊的影响;这种关系由自我馈赠行为中介,而品牌个性则调节这种关联。从理论上讲,本研究通过探讨自尊在新兴经济体的名牌消费中的作用,为名牌理论做出了贡献。在实践中,本研究为品牌管理者提供了全面的指导,帮助他们制定有效的营销策略,将其品牌打造为masstige品牌。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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