000			02301nam a2200145 4500
008			250304b |||||||| |||| 00| 0 eng d
100			_aInfas Malik C
245			_aHow Do Masstige Marketing and Country of Origin Impact Consumers in an Emerging Market ? An Investigation
300			_aP. 26-42
520			_aPurpose : 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. 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. 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. 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. 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			_amasstige _amass prestige _acountry of origin _acountry image _aprice _aquality _a and brand name.
700			_aHem Chand Jain
773	0		_080314 _9111139 _dIndia Associated Management Consultants _tIndian Journal of Marketing _x0973 8703
942			_cJA
999			_c131270 _d131270