Masstige scale: An alternative to measure brand equity

Title

Masstige scale: An alternative to measure brand equity

Creator

Alagarsamy S.; Mehrolia S.; Paul J.

Description

Masstige marketing is a strategic word for market penetration for premium but reachable products based on brand equity, trying to develop brand awareness, likability, affection and attachment. Hence, masstige scale may allow firms to measure brand equity to derive insights into the popularity of their brands. However, there is no empirical evidence available to test whether these scales are related measures of brand equity and, at the same time, independent measures, respectively. This study investigates whether the masstige scale and multidimensional consumer-based brand equity scale measure the same constructs. A total of 493 participants evaluated four different athletic shoe brands. The multi-trait, multimethod and confirmatory factor analyses suggested that the masstige scale may be a viable alternative to consumer-based brand equity and masstige value. We discuss the implications and provide directions for future research derived from our findings. 2022 John Wiley & Sons Ltd.

Source

International Journal of Consumer Studies, Vol-48, No. 1

Date

2024-01-01

Publisher

John Wiley and Sons Inc

Subject

brand equity; mass prestige; masstige marketing; masstige scale; MTMM

Coverage

Alagarsamy S., School of Business, Manipal Academy of Higher Education, Dubai, United Arab Emirates; Mehrolia S., School of Business and Management, Christ University, Bangalore, India; Paul J., University of Reading Henley Business School, United Kingdom, University of Puerto Rico, San Juan, Puerto Rico

Rights

Restricted Access

Relation

ISSN: 14706423

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1111/ijcs.12873

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139011427&doi=10.1111%2fijcs.12873&partnerID=40&md5=08471d4e1735377c59b66d127da35824