THE INFLUENCE OF MASSTIGE VALUE INDEX ON BRAND PASSION AND WILLINGNESS TO PAY PREMIUM PRICE AND MEDIATING OR MODERATING ROLE OF BRAND EXPERIENCE AND ADVERTISEMENT: A COMPARATIVE ANALYSIS OF SPAIN AND PAKISTAN
Keywords:
Masstige mean index (MMI), Brand Passion, Willingness to pay premium price, Brand Experience, Functional advertisement, Emotional advertisement, Self-satisfactionAbstract
Masstige marketing refers to a market penetration strategy used by medium and large firms to build brand equity by enhancing brand awareness, likeability, and prestige among mass consumers. This study examines the relationship between masstige value, brand passion, and willingness to pay a premium price, while also exploring the moderating role of advertisement and the mediating role of brand experience between masstige value and brand passion.
The study adopts a deductive approach, and data were collected through a structured questionnaire from consumers who owned selected smartphone brands. Consumer responses were compared between Barcelona, Spain (developed country), and Lahore, Pakistan (developing country). Data were analyzed using SPSS and PLS-SEM, including assessment of the measurement and structural models.
The bootstrapping results show that in Pakistan, hypotheses H1, H2, and H5 were supported, while H3 and H4 were not. In Spain, H2 and H3 were supported, whereas H1, H4, and H5 were not. Multi-group analysis using Henseler’s PLS-MGA and Permutation tests indicates significant differences for H2, H3, and H5 between the two groups.
Downloads
