The Effect of Consumer Motivations Towards Masstige Brands on Brand Happiness and Brand Attachment

Öz

This study aims to fill a gap in the literature by examining consumer motivations for masstige brands and integrating internal and external factors. The research evaluates the motivation–outcome relationships in masstige brands within the framework of self-determination theory using a holistic approach. A quantitative method was employed, and survey data collected from 308 participants were analysed using structural equation modelling. The findings reveal that the desire for exclusivity and aesthetic appeal have significant direct effects on the desire for self-expression and public self-consciousness, whereas rarity does not have a significant effect. Both the desire for self-expression and public self-consciousness impact pleasure-oriented shopping, thereby directly fostering brand attachment and happiness. Furthermore, the results of the serial mediation analysis confirm the indirect effects of exclusivity and aesthetic appeal on brand happiness, mediated by pleasure-oriented shopping and emotional attachment. By clarifying motivation–outcome relationships in the context of masstige brands, the study contributes to the academic literature while also offering practical guidance for businesses in developing strategies to enhance consumer happiness and attachment.

Anahtar Kelimeler

• Mass prestige
• masstige
• brand attachment
• brand happiness
• pleasure

Kitlesel Prestijli Markalara Yönelik Tüketici Motivasyonlarının Marka Mutluluğu ve Markaya Bağlanmaya Etkisi

Öz

Bu çalışma, kitlesel prestijli markalara yönelik tüketici motivasyonlarını inceleyerek, literatürde içsel ve dışsal faktörlerin birlikte ele alınmamasından kaynaklanan boşluğu gidermeyi amaçlamaktadır. Araştırma, öz-belirleme teorisi çerçevesinde kitlesel prestijli marka tüketimindeki motivasyon–sonuç ilişkilerini bütünsel bir yaklaşımla değerlendirmektedir. Araştırmada nicel bir yöntem benimsenmiş, 308 katılımcıdan elde edilen anket verisi yapısal eşitlik modellemesi ile analiz edilmiştir. Bulgulara göre, ayrıcalıklı olma arzusu ve estetik çekicilik, kendini ifade isteği ve toplumsal benlik bilinci üzerinde doğrudan anlamlı etkilere sahiptir; nadirlikte ise böyle bir anlamlı bir etki görülmemiştir. Kendini ifade etme isteği ve toplumsal benlik bilinci hazcı alışverişi; hazcı alışveriş ise markaya bağlanma ve marka mutluluğunu doğrudan etkilemektedir. Ayrıca, seri aracılık analizleri ayrıcalık ve estetik motivasyonlarının hazcı alışveriş ve bağlanma aracılığıyla mutluluğa uzanan dolaylı etkilerini doğrulamaktadır. Çalışma, kitlesel prestijli markalar bağlamında motivasyon–sonuç ilişkilerini açıklığa kavuşturarak literatüre katkı sağlamakta; işletmelere ise tüketici mutluluğu ve bağlanmayı artırmaya yönelik stratejiler geliştirmede yol göstermektedir.

Anahtar Kelimeler

• Kitlesel prestij
• masstige
• markaya bağlanma
• marka mutluluğu
• haz

Etik Beyan

Bu çalışmanın etik kurallara uygunluğu, Ankara Üniversitesi Etik Kurulu'nun 26/06/2025 tarihli 130 sayılı kararı ile onaylanmıştır.

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