The role of masstige strategies on branding: German customers relationship with mobile brands, its status and prestige?

• Autor(a) principal: Sauter, Victoria Constanze
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30072
• topic: Masstige; Mass prestige; Marketing masstige; Imagem de marca -- Branding (Marketing); Brand management; Gestão da marca

Luxury used to be a niche and confined to a fortunate minority, who were the only ones who could pay for it. Through the boost in purchasing power around the world, people increasingly buy luxury goods and services, blurring the line separating traditional luxury brands from others. As a result, exclusivity and rarity began to disappear and the phenomenon masstige, commonly known as mass prestige was born. Masstige is a strategic marketing activity, focusing on effective market penetration with premium but attainable products. Although masstige is a proven and effective strategy, it has been widely ignored and underestimated, except for a few researchers. Therefore, the purpose of this dissertation is to contribute to the research of masstige and its strategy. The approach and core of this thesis is the role of masstige strategies on branding within marketing, aiming to understand how German customers relate to their smartphone brand in their everyday lives and, to investigate the relationship that is established with the brand in terms of associated status and prestige. The topic is inspected through the different constructs: self-brand connection, communal-brand connection, brand coolness, masstige theory, brand happiness and passionate desire to buy more. Data collection and analysis have been performed through quantitative analysis, in form of a questionnaire, distributed online and built based on the literature of various authors regarding the previously mentioned topic. Brand coolness positively impacts the perceived masstige of a brand, which in turn has a positive influence on brand happiness and a passionate desire to buy more. Additionally, results show the role of masstige strategies on branding. This way, managers and marketers should recognize the importance of masstige strategies, since it has a huge impact on driving potentials for company success.