EXPRESS: Coach vs. Goldlion: The Effect of Socially- versus Personally-Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets
{"title":"EXPRESS: Coach vs. Goldlion: The Effect of Socially- versus Personally-Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets","authors":"Zhe Zhang, Alex Yao, Zhiyong Yang","doi":"10.1177/1069031x231197625","DOIUrl":null,"url":null,"abstract":"The fast-growing middle-class in emerging markets is leading luxury brands to adopt an affordable luxury (aka “masstige”) approach to reach the mass market. However, academic research in this promising area is scarce. Focusing on China, the world’s largest emerging market, this research shows a novel pattern of masstige brand consumption: Instead of preferring foreign masstige brands (e.g., Coach) all the time as what can be derived from previous international marketing literature, consumers in emerging markets prefer domestic masstige brands (e.g., Goldlion) when their personally-oriented motives are made salient. In contrast, consumers prefer foreign masstige brands when their socially-oriented motives are made salient. This stems from domestic masstige brands better manifesting self-focused intangible attributes (i.e., the actual value to please oneself), whereas foreign masstige brands are superior in other-focused intangible attributes (i.e., the symbolic value to impress others). Three studies using a multi-method approach provide converging results that support this phenomenon. The findings bring significant contributions to the literature, and offer actionable implications for managers, including positioning and price promotion strategies for masstige brands in emerging markets.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2023-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/1069031x231197625","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
The fast-growing middle-class in emerging markets is leading luxury brands to adopt an affordable luxury (aka “masstige”) approach to reach the mass market. However, academic research in this promising area is scarce. Focusing on China, the world’s largest emerging market, this research shows a novel pattern of masstige brand consumption: Instead of preferring foreign masstige brands (e.g., Coach) all the time as what can be derived from previous international marketing literature, consumers in emerging markets prefer domestic masstige brands (e.g., Goldlion) when their personally-oriented motives are made salient. In contrast, consumers prefer foreign masstige brands when their socially-oriented motives are made salient. This stems from domestic masstige brands better manifesting self-focused intangible attributes (i.e., the actual value to please oneself), whereas foreign masstige brands are superior in other-focused intangible attributes (i.e., the symbolic value to impress others). Three studies using a multi-method approach provide converging results that support this phenomenon. The findings bring significant contributions to the literature, and offer actionable implications for managers, including positioning and price promotion strategies for masstige brands in emerging markets.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.