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Unveiling the Role of Consumer-Based Brand Authenticity on Purchase Intentions in a Masstige Context: Brand Trust as a Mediator.

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Název: Unveiling the Role of Consumer-Based Brand Authenticity on Purchase Intentions in a Masstige Context: Brand Trust as a Mediator.
Autoři: Anubha, Anubha1 (AUTHOR), Roy, Abhijit2 (AUTHOR) abhijit.roy@howard.edu
Zdroj: Journal of International Consumer Marketing. Sep2025, p1-23. 23p. 2 Illustrations.
Témata: *BRAND image, *CONSUMER behavior, *MARKETING strategy, *BRAND loyalty, MEDIATION (Statistics), STRUCTURAL equation modeling
Geografický termín: INDIA
Abstrakt: AbstractThe study examines the impact of consumer-based brand authenticity (CBBA) on masstige brand purchase intention. It also aims to explore masstige brand trust as a mediator. This study proposes and empirically validates a conceptual model based on data from 347 affluent middle-class consumers in India. It applies structural equation modeling to test the proposed hypothesis. Mediation effects were examined using bootstrapping. The findings confirmed that all three dimensions of CBBA (i.e., heritage, quality commitment, and sincerity) impacted masstige brand purchase intention via masstige brand trust. However, this mediation is partial for the heritage dimension. The mediation effect of masstige brand trust for quality commitment and sincerity was shown to be full. The findings provide numerous managerial guidelines for global masstige marketers, helping them develop an effective marketing mix and positioning strategies. Based on the findings, they can improve consumer trust in masstige brands by strategizing their positioning using heritage, quality commitment, and sincerity dimensions of CBBA, resulting in improved masstige brand purchase intention of their consumers. The Masstige Mean Index values of five selected brands for this study make them suitable for classification as masstige. Theoretical and managerial implications are also included in the study. [ABSTRACT FROM AUTHOR]
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Databáze: Business Source Index
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Abstrakt:AbstractThe study examines the impact of consumer-based brand authenticity (CBBA) on masstige brand purchase intention. It also aims to explore masstige brand trust as a mediator. This study proposes and empirically validates a conceptual model based on data from 347 affluent middle-class consumers in India. It applies structural equation modeling to test the proposed hypothesis. Mediation effects were examined using bootstrapping. The findings confirmed that all three dimensions of CBBA (i.e., heritage, quality commitment, and sincerity) impacted masstige brand purchase intention <italic>via</italic> masstige brand trust. However, this mediation is partial for the heritage dimension. The mediation effect of masstige brand trust for quality commitment and sincerity was shown to be full. The findings provide numerous managerial guidelines for global masstige marketers, helping them develop an effective marketing mix and positioning strategies. Based on the findings, they can improve consumer trust in masstige brands by strategizing their positioning using heritage, quality commitment, and sincerity dimensions of CBBA, resulting in improved masstige brand purchase intention of their consumers. The Masstige Mean Index values of five selected brands for this study make them suitable for classification as masstige. Theoretical and managerial implications are also included in the study. [ABSTRACT FROM AUTHOR]
ISSN:08961530
DOI:10.1080/08961530.2025.2549919