ItemArticle

Masstige consumption in the emerging market: mediating effects of brand happiness and moderating role of age

Title
Masstige consumption in the emerging market: mediating effects of brand happiness and moderating role of age
Creator
Paul, Justin; Alagarsamy, Subburaj; Mehrolia, Sangeeta
Description
Purpose This study investigates how Indian consumers evaluate local and foreign cosmetic brands, focusing on brand prestige, loyalty and evangelism. It explores brand happiness as a mediating variable and age as a moderating factor within the masstige consumption context in an emerging market. Design/methodology/approach A two-phase empirical approach was adopted. Phase 1 involved a comparative analysis of marketing strategies across Lakmand international brands (MAC, L'Orl Paris, and Maybelline) using a total sample of 573 female consumers. In Phase 2, only the high masstige brands (MAC and L'Orl Paris) were retained, and responses from 244 participants were analyzed using structural equation modeling to examine the mediating role of brand happiness and the moderating effect of age. Findings Indian consumers perceive foreign brands like MAC and L'Orl Paris as masstige brands. Masstige brand consumption significantly enhances brand happiness and brand loyalty, while its influence on brand evangelism is fully mediated through brand happiness and brand loyalty. Brand happiness partially mediates the relationship between masstige consumption and brand loyalty, and also indirectly affects brand evangelism through brand loyalty. Age weakens the effect of masstige consumption on loyalty but strengthens the effects of brand happiness on loyalty and brand loyalty on evangelism. Originality/value This study extends masstige marketing literature by integrating emotional (brand happiness) and demographic (age) variables into the brand prestigeloyaltyevangelism framework. It offers practical insights for global and local brands aiming to enhance consumer engagement in emerging markets through differentiated brand strategies. 2025 Emerald Publishing Limited
Source
International Journal of Emerging Markets;pp.1-21
Date
01-01-2025
Publisher
Emerald Publishing
Subject
Brand evangelism; Brand happiness; Brand loyalty; Masstige marketing; Moderated mediation analysis
Coverage
Paul J., Graduate School of Business, University of Puerto Rico, San Juan, Puerto Rico, United States, Korea University Business School, Seoul, South Korea, Corvinus Institute of Advanced Studies, Corvinus University of Budapest, Budapest, Hungary; Alagarsamy S., Manipal Business School, Manipal Academy of Higher EducationDubai Campus, International Academic City, United Arab Emirates; Mehrolia S., School of Business and Management, Christ University, Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 17468809;
Format
online
Language
English
Type
Article

Citation

Paul, Justin; Alagarsamy, Subburaj; Mehrolia, Sangeeta, “Masstige consumption in the emerging market: mediating effects of brand happiness and moderating role of age,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/22877.

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