From exclusivity to accessibility: Factors influencing masstige purchase intentions

Lokman Dinc

doi:10.53601/tourismandrecreation.1524734

EN TR

From exclusivity to accessibility: Factors influencing masstige purchase intentions

Abstract

Unorthodox marketing of luxury products and services has given rise to the concept of new luxury. Luxury firms are now focusing more on the middle class through 'masstige marketing,' a strategy that combines luxury and mass appeal, in order to tap into a lucrative commercial potential. The purpose of this strategy is to enhance the accessibility of luxury brands to a broader demographic, specifically targeting the demands and preferences of the middle class. This study aims to explore the influence of factors such as conspicuous value, benign envy, bandwagon motivation, and snob motivation on masstige purchase intention. By employing Smart PLS to analyses the research data, the results showed that while benign envy and bandwagon motivation significantly affect tourist masstige purchase behavior, snob motivation, and conspicuous value have no influence on masstige purchase intention. The contribution of this research to consumer decision-making in relation to hotel management literature and further research directions are also discussed.

Keywords

Masstige , Masstige consumption , Tourism , Hospitality , Tourism marketing

Seçkinlikten erişilebilirliğe: Masstige satın alma niyetlerini etkileyen faktörler

Öz

Lüks ürün ve hizmetlerin alışılmışın dışında pazarlanması yeni lüks kavramının ortaya çıkmasına neden oldu. Lüks firmaları, kazançlı bir ticari potansiyelden faydalanmak için lüks ve kitlesel çekiciliği birleştiren bir strateji olan 'masstige pazarlama' yoluyla artık orta sınıfa daha fazla odaklanmaktadır. Bu stratejinin amacı, özellikle orta sınıfın talep ve tercihlerini hedef alarak lüks markaların daha geniş bir demografiye erişilebilirliğini arttırmaktır. Bu amaca ulaşabilmek için, nicel araştırma yaklaşımı benimsenmiş olup anket tekniği araştırmada veri toplama aracı olarak kullanılmıştır. Bu çalışma, gösteriş değeri, iyi niyetli kıskançlık, bandwagon motivasyonu ve özenti motivasyonu gibi faktörlerin masstige satın alma niyeti üzerindeki etkisini araştırmayı amaçlamaktadır. Araştırma verilerini analiz etmek için Smart PLS kullanılarak elde edilen sonuçlar, iyi huylu kıskançlık ve bandwagon motivasyonunun turistlerin masstige satın alma davranışını, özenti motivasyonu ve gösterişçi değerin masstige satın alma niyeti üzerinde herhangi bir etkisi olup olmadığını inceleyecektir. Bu araştırmanın otel yönetimi literatürü ile ilişkili olarak tüketici karar verme sürecine katkısı ve daha ileri araştırma yönleri de tartışılmaktadır. Bu doğrultuda, Kapadokya bölgesine gelen turistler araştırma birimi olarak seçilerek örnekleme yoluna gidilecektir. Toplanan veriler, yapısal eşitlik modellemesi ile test edilecektir.

Anahtar Kelimeler

Turizm Pazarlaması , Masstige , Masstige tüketimi , Turizm , ağırlama

Kaynakça

Agency, A. (2023). Türkiye's picturesque Cappadocia expects record tourism this year. Retrieved 2023 from https://www.aa.com.tr/en/turkiye/turkiyes-picturesque-cappadocia-expects-record-tourism-this-year/2895932#
Baber, R., Upadhyay, Y., Kaurav, R. P. S., & Baber, P. (2020). Application of'masstige'theory and approaches for the marketing of smartphone brands in India. International Journal of Business and Emerging Markets, 12(3), 296-312.
Barrera, G. A., & Ponce, H. R. (2021). Personality traits influencing young adults' conspicuous consumption. International Journal of Consumer Studies, 45(3), 335-349.
Belk, R. W. (1988). Third world consumer culture. Research in marketing, 4(1), 103-127.
Bembenutty, H., Schunk, D., & DiBenedetto, M. K. (2022). Applications of motivation research to practice. Theory Into Practice, 61(1), 1-4.
Boisvert, J., Christodoulides, G., & Khan, M. S. (2023). Toward a better understanding of key determinants and consequences of masstige consumption. Journal of Business Research, 161, 113871.
Brun, A., & Castelli, C. (2013). The nature of luxury: a consumer perspective. International Journal of Retail & Distribution Management, 41(11/12), 823-847.
Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2023). Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride. Journal of Business Research, 155, 113401.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
Colmekcioglu, N., Dedeoglu, B. B., & Okumus, F. (2023). Resolving the complexity in Gen Z's envy occurrence: A cross‐cultural perspective. Psychology & Marketing, 40(1), 48-72.

Das, M., Saha, V., & Balaji, M. (2022). “Standing out” and “fitting in”: Understanding inspiration value of masstige in an emerging market context. Journal of Product & Brand Management, 31(4), 521-535.
DelPriore, D. J., Hill, S. E., & Buss, D. M. (2012). Envy: Functional specificity and sex-differentiated design features. Personality and individual differences, 53(3), 317-322.
Donthu, N., Kumar, S., Pattnaik, D., & Campagna, C. (2020). Journal of marketing theory and practice: A retrospective of 2005–2019. Journal of Marketing theory and Practice, 28(2), 117-137.
Goering, A. E., Resnick, C. E., Bradford, K. D., & Othus‐Gault, S. M. (2022). Diversity by design: Broadening participation through inclusive teaching. New Directions for Community Colleges, 2022(199), 77-91.
Golob, U., Davies, M. A., Kernstock, J., & Powell, S. M. (2020). Trending topics plus future challenges and opportunities in brand management. Journal of Brand Management, 27, 123-129.
Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives: How evolutionary needs influence consumer behavior. Journal of consumer psychology, 23(3), 372-386.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage publications.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Ho, F. N., Wong, J., & Brodowsky, G. (2023). Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals. Journal of Business Research, 155, 113382.
Husain, R., Samad, T. A., & Qamar, Y. (2022). Past, present and future of luxury brands: a review and bibliometric analysis. Journal of Fashion Marketing and Management: An International Journal, 26(4), 582-602.
Kapferer, J.-N., & Valette-Florence, P. (2019). How self-success drives luxury demand: An integrated model of luxury growth and country comparisons. Journal of Business Research, 102, 273-287.
Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior. Journal of Business Research, 65(10), 1399-1407.
Keane, M., Eastman, J. K., & Iyer, R. (2020). Predicting adventure seeking of young adults: The role of risk, innovativeness and status consumption. Sport Management Review, 23(5), 952-963.
Kharas, H., & Gertz, G. (2010). The new global middle class: A cross-over from West to East. Wolfensohn Center for Development at Brookings, 1-14.
Kumar, A., Paul, J., & Starčević, S. (2021). Do brands make consumers happy?-A masstige theory perspective. Journal of Retailing and Consumer Services, 58, 102318.
Kumar, A., Paul, J., & Unnithan, A. B. (2020a). ‘Masstige’marketing: A review, synthesis and research agenda. Journal of Business Research, 113, 384-398.
Kumar, J., Konar, R., & Balasubramanian, K. (2020b). The impact of Social Media on Consumers’ purchasing behaviour in Malaysian Restaurants. Journal of Spatial and Organizational Dynamics, 8(3), 197-216.
Kumar, V., Khan, I., Fatma, M., & Singh, A. (2022). Engaging luxury brand consumers on social media. Journal of consumer Marketing, 39(1), 121-132.
Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers' demand. The Quarterly Journal of Economics, 64(2), 183-207.
Lin, R. (2018). Silver lining of envy on social media? The relationships between post content, envy type, and purchase intentions. Internet Research, 28(4), 1142-1164.
Lin, R., & Utz, S. (2015). The emotional responses of browsing Facebook: Happiness, envy, and the role of tie strength. Computers in Human Behavior, 52, 29-38.
Liu, H., Wu, L., & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research, 58(3), 355-369.
Mainolfi, G. (2020). Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers. Journal of Business Research, 120, 286-293.
Mansoor, M., & Paul, J. (2022). Mass prestige, brand happiness and brand evangelism among consumers. Journal of Business Research, 144, 484-496.
Mansoor, M., Paul, J., Saeed, A., & Cheah, J.-H. (2024). When mass meets prestige: The impact of symbolic motivations, inspirations, and purchase intentions for Masstige products. Journal of Business Research, 176, 114591.
Mighani, S., Mirahamad, A., Danaei, H., & Khadivar, A. (2021). Designing a comprehensive pattern for purchasing luxury brand apparel in Iran using grounded theory. Quarterly Journal of Brand Management, 7(4), 15-54.
Moutinho, L., & Vargas-Sanchez, A. (2018). Strategic management in tourism, cabi tourism texts. Cabi.
Nawres, D., Nedra, B.-A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171, 114368.
Oyedele, A., & Goenner, E. (2021). Propensity to use smartbands to engage with brands and the moderating role of the bandwagon effect on satisfaction. Journal of Consumer Behaviour, 20(3), 709-724.
Özen, İ. A. (2022). Lüks turizm kapsamında butik otellerin değerlendirilmesi: Kapadokya örneği. Türk Turizm Araştirmalari Dergisi, 6(1), 24-39.
Park, J., Back, S. Y., & Kim, D. (2022). Masstige consumption values and its effect on consumer behavior. Journal of Retailing and Consumer Services, 67, 102943.
Paul, J. (2015). Masstige marketing redefined and mapped: Introducing a pyramid model and MMS measure. Marketing intelligence & planning, 33(5), 691-706.
Paul, J. (2018). Toward a'masstige'theory and strategy for marketing. European Journal of International Management, 12(5-6), 722-745.
Paul, J. (2019). Masstige model and measure for brand management. European Management Journal, 37(3), 299-312.
Paul, J., & Rosenbaum, M. (2020). Retailing and consumer services at a tipping point: New conceptual frameworks and theoretical models. Journal of Retailing and Consumer Services, 54, 101977.
Purohit, S., & Radia, K. N. (2022). Conceptualizing masstige buying behavior: A mixed-method approach. Journal of Business Research, 142, 886-898.
Schmitt, B. H., Cotte, J., Giesler, M., Stephen, A. T., & Wood, S. (2022). Relevance—reloaded and recoded. In (Vol. 48, pp. 753-755): Oxford University Press.
Shahid, S., & Paul, J. (2021). Intrinsic motivation of luxury consumers in an emerging market. Journal of Retailing and Consumer Services, 61, 102531.
Shao, W., Grace, D., & Ross, M. (2019). Consumer motivation and luxury consumption: Testing moderating effects. Journal of Retailing and Consumer Services, 46, 33-44.
Shukla, P., & Rosendo-Rios, V. (2021). Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets. International Business Review, 30(1), 101768.
Siepmann, C., Holthoff, L. C., & Kowalczuk, P. (2022). Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media. Journal of Product & Brand Management, 31(3), 454-468.
Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. Harvard business review, 81(4), 48-59.
Smith, R. H., & Kim, S. H. (2007). Comprehending envy. Psychological bulletin, 133(1), 46.
Sunardi, M. A., & Putra, T. R. I. (2020). Intrinsic motivation and personal value in predicting the job satisfaction and employee performance: study in marine and fisheries department of ACEH JAYA. International Journal of Business Management and Economic Review, 3(1), 7-16.
Trigg, A. B. (2001). Veblen, Bourdieu, and conspicuous consumption. Journal of economic issues, 35(1), 99-115.
Van de Ven, N. (2016). Envy and its consequences: Why it is useful to distinguish between benign and malicious envy. Social and Personality Psychology Compass, 10(6), 337-349.
Van de Ven, N. (2017). Envy and admiration: Emotion and motivation following upward social comparison. Cognition and Emotion, 31(1), 193-200.
Veblen, T. (1899). Mr. Cummings's Strictures on" The Theory of the Leisure Class". Journal of Political Economy, 8(1), 106-117.
Vecchio, R. P. (2000). Negative emotion in the workplace: Employee jealousy and envy. International Journal of Stress Management, 7(3), 161-179.
Wang, Y., & Qiao, F. (2020). The symbolic meaning of luxury-lite fashion brands among younger Chinese consumers. Journal of Fashion Marketing and Management: An International Journal, 24(1), 83-98.

Ayrıntılar

Birincil Dil

İngilizce

Konular

Rekreasyon Yönetimi

Bölüm

Araştırma Makalesi

Yazarlar

Lokman Dinc ^*
0000-0002-8219-5248
Türkiye

Yayımlanma Tarihi

30 Haziran 2025

Gönderilme Tarihi

30 Temmuz 2024

Kabul Tarihi

30 Ekim 2024

Yayımlandığı Sayı

Yıl 2025 Cilt: 7 Sayı: 1

DOI

https://doi.org/10.53601/tourismandrecreation.1524734

IZ

https://izlik.org/JA29CL39GR

APA

Dinc, L. (2025). From exclusivity to accessibility: Factors influencing masstige purchase intentions. Tourism and Recreation, 7(1), 104-113. https://doi.org/10.53601/tourismandrecreation.1524734

24661

Tourism and Recreation tarafından yayınlanan eserler Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Lisence ile lisanslanmaktadır.

From exclusivity to accessibility: Factors influencing masstige purchase intentions

Abstract

Keywords

Seçkinlikten erişilebilirliğe: Masstige satın alma niyetlerini etkileyen faktörler

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster