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Application of 'masstige' theory and approaches for the marketing of smartphone brands in India

Author

Listed:
  • Ruturaj Baber
  • Yogesh Upadhyay
  • Rahul Pratap Singh Kaurav
  • Prerana Baber

Abstract

'Masstige' is term emerged in the early years of the present century as an answer to the question - how the organisations are planning to penetrate in the emerging economies? 'Mass prestige' is commonly known as 'masstige'. Masstige marketing, evolved as a strategic activity, which focuses on effective market penetration and creating a competitive edge over competitors. The article measures masstige score of Apple, Xiaomi and Samsung using masstige mean index (MMI) developed by Paul (2018). Using a survey questionnaire, data was collected from 613 respondents from four major cities of central India. The data was collected from smartphone users owning Apple, Xiaomi, and Samsung brands. The results indicated that Apple, a US brand, had highest masstige score, in comparison to Xiaomi and Samsung. The results also indicated that gender, income, and age had a significant difference in opinion for brand masstige, brand perception, and propensity to pay premium prices for smartphone brands. The findings offer smartphone manufacturers with useful strategies and tactics to increase sales of smartphones in India depending upon mass prestige perceived by consumers. This study provides much needed empirical evidences about masstige which can be useful for developing marketing strategies in emerging economies.

Suggested Citation

  • Ruturaj Baber & Yogesh Upadhyay & Rahul Pratap Singh Kaurav & Prerana Baber, 2020. "Application of 'masstige' theory and approaches for the marketing of smartphone brands in India," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 12(3), pages 296-312.
    • Handle: RePEc:ids:ijbema:v:12:y:2020:i:3:p:296-312
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    Citations

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    Cited by:

    1. Das, Manish & Jebarajakirthy, Charles & Sivapalan, Achchuthan, 2022. "How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Katyal, Kanupriya & Dawra, Jagrook & Soni, Nitin, 2022. "The posh, the paradoxical and the phony: Are there individual differences between consumers of luxury, masstige and counterfeit brands?," Journal of Business Research, Elsevier, vol. 152(C), pages 191-204.
    3. Moorlock, Emily & Dekel-Dachs, Ofer & Stokes, Peter & Larsen, Gretchen, 2023. "Constructing Consumer-Masstige brand relationships in a volatile social reality," Journal of Business Research, Elsevier, vol. 155(PA).
    4. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
    5. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "The effects of masstige on loss of scarcity and behavioral intentions for traditional luxury consumers," Journal of Business Research, Elsevier, vol. 156(C).
    6. Mansoor, Mahnaz & Paul, Justin, 2022. "Mass prestige, brand happiness and brand evangelism among consumers," Journal of Business Research, Elsevier, vol. 144(C), pages 484-496.

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