SNDT WOMEN'S UNIVERSITY
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How Do Masstige Marketing and Country of Origin Impact Consumers in an Emerging Market ? An Investigation (Record no. 131270)
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| fixed length control field | 02301nam a2200145 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250304b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Infas Malik C |
| 245 ## - TITLE STATEMENT | |
| Title | How Do Masstige Marketing and Country of Origin Impact Consumers in an Emerging Market ? An Investigation |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | P. 26-42 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. biblio.abstract | Purpose : The rise of middle-income people in emerging markets such as India makes it an appealing market for luxury companies. Although there are signs that Indian consumers show a growing interest in masstige products, there seems to be a lack of research on the role of masstige marketing and the influence of the country of origin (COO). The study investigated the significance of the masstige value and COO of the smartphone brands in the Indian market.<br/><br/>Design : The study employed a quantitative approach to evaluate how consumers perceive the prestige value of various smartphone brands and the country of origin influence. The primary data were collected using a survey questionnaire design. Data were collected from 425 Delhi respondents and evaluated using ANOVA, chi-square test, Pearson correlation, and t-tests. The MMSS, created by Paul (2015), was used to obtain masstige values.<br/><br/>Findings : The findings highlighted the gap in masstige value between American and Asian brands among Indian customers. In addition, the results demonstrated that price, quality, and social popularity influenced the COO effect, and brand perceptions of Indian consumers were highly influenced by their searches for information about the brands’ COO.<br/><br/>Practical Implications : The study provided tactics and suggestions for increasing smartphone sales in India based on how shoppers understand mass prestige. It provided marketing information for smartphone makers trying to enter the emerging Indian market.<br/><br/>Originality : Masstige luxury diverged greatly from conventional luxury. Country-of-origin analysis could provide unique insights on masstige trends, especially in a price-conscious and growing market like India. |
| 654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS | |
| Subject | <a href="masstige">masstige</a> |
| -- | <a href="mass prestige">mass prestige</a> |
| -- | <a href="country of origin">country of origin</a> |
| -- | <a href="country image">country image</a> |
| -- | <a href="price">price</a> |
| -- | <a href="quality">quality</a> |
| -- | <a href=" and brand name."> and brand name.</a> |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Hem Chand Jain |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 80314 |
| Host Itemnumber | 111139 |
| Place, publisher, and date of publication | India Associated Management Consultants |
| Title | Indian Journal of Marketing |
| International Standard Serial Number | 0973 8703 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Location (home branch) | Sublocation or collection (holding branch) | Date acquired | Koha issues (times borrowed) | Piece designation (barcode) | Koha date last seen | Price effective from | Koha item type |
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| Dewey Decimal Classification | SNDT Juhu | SNDT Juhu | 04/03/2025 | JP459.2 | 04/03/2025 | 04/03/2025 | Journal Article |