二十年来的 "大众品牌 "营销研究:系统文献回顾与未来研究议程

IF 8.6 2区 管理学 Q1 BUSINESS
Muskan Chaurasia, Arvind Kumar, Rajeev Kumar Panda
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引用次数: 0

摘要

21 世纪,奢侈品营销越来越多地采用 "大众品牌营销 "作为战略方法。这种方法将奢侈品牌和大众品牌结合起来,以中产阶级消费者为目标,旨在使高端品牌更容易获得和负担得起。然而,尽管过去二十年来研究兴趣激增,但有关 "大众品牌营销 "的文献仍很零散。因此,现在是整合现有文献并为未来研究人员奠定基础的适当时机。为实现这一目标,本文利用 SPAR-4 协议和 TCCM 方法,努力缩小奢华与实惠之间的文献鸿沟,以建立强有力的概念边界。本文深入研究了 2003 年至 2023 年间发表的 75 篇论文,以找出关键的研究空白。此外,经过人工编码和归纳分析,综述概述了理论视角,如 "masstige "和 "bandwagon"(理论);确定了背景要素,如 B2B 空间和文化(背景);揭示了前因、差距和结果变量,即 "CBBE "和购买意向(特征);并提出了多种方法,即混合法和实验法(方法)。文章还通过使用科尔宾和斯特劳斯的开放式编码、轴向编码和选择性编码,确认了主题的融入,即基于价值的维度和大规模进化的维度。最后,通过采用深入的知识差距分析,该综述提出了未来的研究方向,作为全面了解大众品牌营销动态的有效途径。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Two decades of research on “masstige” marketing: A systematic literature review and future research agenda

In the 21st century, luxury marketing increasingly utilizes “masstige marketing” as a strategic approach. This approach combines luxury and mass brands and targets middle-class consumers with an aim to make high-end brands more accessible and affordable. However, despite a surge in research interest over the past two decades, the literature on masstige marketing remains scattered. Therefore, the present moment offers an appropriate time to consolidate the existing literature and lay the groundwork for future researchers. To achieve this aim, this paper endeavors to narrow the literature divide between luxury and affordability to establish a strong conceptual boundary using SPAR-4 protocol and the TCCM approach. It thoroughly examines 75 papers published between 2003 and 2023 to identify critical research gaps. Furthermore, following manual coding and inductive analysis, the review outlines the theoretical perspective like masstige and bandwagon (Theory); identifies the contextual elements like B2B space and culture (Context); reveals the antecedents, gaps, and outcome variables, that is, CBBE and purchase intention (Characteristics); and suggest diverse approaches, that is, mixed and experimental methods (Methodology). The article also confirms the incorporation of themes, that is, value-based and masstige-evolution dimensions, by using Corbin and Strauss open, axial, and selective coding. Lastly, by employing in-depth knowledge gap analysis, the review proposes future research directions as an efficient path for obtaining a holistic understanding of masstige marketing dynamics.

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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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