{"title":"The Impact of Power States and Belonging on Masstige Luxury Consumption","authors":"Shayan Shaikh, Michaela Gummerum","doi":"10.1111/ijcs.70078","DOIUrl":null,"url":null,"abstract":"<p>Recent research has established that masstige marketing is neither a myth nor a buzz word but very much a phenomenon that can lead brand managers to achieve a competitive advantage. Drawing on three studies, the aim of this paper was to examine the impact of need for belonging on consumers' intention to purchase masstige luxury fashion goods and to assess whether state of (low vs. high) power moderates this relationship. Study 1 confirmed that there was a positive correlation between consumers' need for belonging and their evaluation of masstige luxury fashion goods. Study 2 established that individuals with a strong need for belonging have a greater affinity with masstige luxury fashion goods than those with a weak need for belonging. Further, using Hayes PROCESS Macro for SPSS, Study 3 demonstrated that consumers' state of power moderates the relationship between the need for belonging and masstige luxury fashion consumption. This paper concludes with implications for luxury brand managers which extend insights into the psycho-social disposition of individuals who comprise current and potential market segments of masstige luxury fashion brands.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6000,"publicationDate":"2025-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70078","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Consumer Studies","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/ijcs.70078","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Recent research has established that masstige marketing is neither a myth nor a buzz word but very much a phenomenon that can lead brand managers to achieve a competitive advantage. Drawing on three studies, the aim of this paper was to examine the impact of need for belonging on consumers' intention to purchase masstige luxury fashion goods and to assess whether state of (low vs. high) power moderates this relationship. Study 1 confirmed that there was a positive correlation between consumers' need for belonging and their evaluation of masstige luxury fashion goods. Study 2 established that individuals with a strong need for belonging have a greater affinity with masstige luxury fashion goods than those with a weak need for belonging. Further, using Hayes PROCESS Macro for SPSS, Study 3 demonstrated that consumers' state of power moderates the relationship between the need for belonging and masstige luxury fashion consumption. This paper concludes with implications for luxury brand managers which extend insights into the psycho-social disposition of individuals who comprise current and potential market segments of masstige luxury fashion brands.
最近的研究表明,大规模营销既不是一个神话,也不是一个流行词,而是一种可以引导品牌经理获得竞争优势的现象。根据三项研究,本文的目的是研究归属感需求对消费者购买大规模奢侈品时尚商品意愿的影响,并评估(低与高)权力状态是否会调节这种关系。研究1证实了消费者的归属感需求与他们对高档奢侈品的评价之间存在正相关关系。研究2表明,归属感强烈的个体比归属感不强烈的个体对奢侈品的亲和力更强。进一步,利用Hayes PROCESS Macro进行SPSS分析,研究3表明消费者的权力状态调节了归属感需求与大众奢侈品时尚消费之间的关系。本文的结论是对奢侈品牌经理的启示,它扩展了对个人的心理社会倾向的见解,这些个人包括当前和潜在的奢侈时尚品牌的细分市场。
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.