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Do brands make consumers happy?- A masstige theory perspective

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  • Kumar, Ajay
  • Paul, Justin
  • StarÄ ević, SlaÄ‘ana

Abstract

Happiness has been topic of research since ancient times. This study explores the theory of consumer happiness grounded in the tenets of mass prestige (Masstige), self-consciousness and social ideal self by linking it with brand-induced happiness (Brand Happiness). The relationship is explored in light of self-consciousness and social ideal self by taking them as moderators. Data was collected from a European country using a standard questionnaire measuring brand happiness, masstige, self-consciousness and social ideal self from 346 respondents for three mobile phone brands from America, South Korea and China – iPhone, Samsung and Huawei. Exploratory Factor Analysis, Structural Equation Modelling, and Moderation Analysis revealed that the consumption of masstige brands lead to brand happiness. This relationship is moderated by self-consciousness, whereas social ideal self is not moderating the relationship. The study also revealed that only iPhone is a masstige brand. Implications of the findings and managerial applications along with theoretical contributions are discussed.

Suggested Citation

  • Kumar, Ajay & Paul, Justin & StarÄ ević, SlaÄ‘ana, 2021. "Do brands make consumers happy?- A masstige theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313266
    DOI: 10.1016/j.jretconser.2020.102318
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