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Constructing Consumer-Masstige Brand Relationships in a Volatile Social Reality

Moorlock, Emily; Dekel-Dachs, Ofer; Stokes, Peter; Larsen, Gretchen

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Authors

Emily Moorlock

Ofer Dekel-Dachs

Peter Stokes



Abstract

This article conceptualises how consumers construct their relationships with masstige brands. Drawing on a two-stage methodology of consumer interviews and online content analysis of brands’ social media pages, we offer innovative insight into how consumers navigate consumer-masstige brand relationships (CMBRs). We present CMBRs as multiple, dynamic and capricious relationships, departing from the view of enduring brand relationships as monogamous marriages. The unique symbolic nature and more central role of masstige brands in consumers’ identity projects, make CMBRs more intense and transient. The findings illustrate that ‘masstige’ brand status is continually negotiated within a complex web of on- and off-line dialogues between multiple actors (the consumer, masstige brand, other consumers and other brands (masstige, low/middle market and luxury)). Consumers expect masstige brands to be more responsive to their needs. The role of marketers as collaborators and enablers in consumers’ identity projects is therefore more intense in CMBRs.

Citation

Moorlock, E., Dekel-Dachs, O., Stokes, P., & Larsen, G. (2023). Constructing Consumer-Masstige Brand Relationships in a Volatile Social Reality. Journal of Business Research, 155(Part A), Article 113381. https://doi.org/10.1016/j.jbusres.2022.113381

Journal Article Type Article
Acceptance Date Oct 10, 2022
Online Publication Date Nov 3, 2022
Publication Date 2023-01
Deposit Date Oct 11, 2022
Publicly Available Date Jan 18, 2023
Journal Journal of Business Research
Print ISSN 0148-2963
Peer Reviewed Peer Reviewed
Volume 155
Issue Part A
Article Number 113381
DOI https://doi.org/10.1016/j.jbusres.2022.113381
Public URL https://durham-repository.worktribe.com/output/1191827

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