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Unveiling the role of brand engagement in brand extension for masstige brands: functionality matters as much as fit

Alper Özer, Mehmet Özer, İrem Buran, Esra Genç

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 23 January 2025

206

Abstract

Purpose

This study aims to investigate the impact of brand engagement on consumer responses to brand extensions, particularly in terms of value perception, attitude and purchase intention in a masstige context. The study examines low-fit/high-functionality and high-fit/low-functionality products. It also explores the crucial role of self-congruence in enhancing brand engagement, which leads to positive consumer responses towards brand extensions.

Design/methodology/approach

After establishing the theoretical foundations, pre-tests identified the product types and their fit level. In this quantitative study, 464 questionnaires were administered. Confirmatory factor analysis and structural equation modelling validated the model and tested the hypotheses for low-fit/high-functionality and high-fit/low-functionality products of a masstige brand.

Findings

Data analysis shows that brand engagement positively affects value perception, attitude and purchase intention. However, consumers’ responses to brand extension differed for low-fit versus high-fit products. Moreover, social self-congruence and actual and ideal self-congruence positively impact consumers’ active engagement with masstige brands.

Originality/value

This research shows that low-fit extensions of masstige brands can succeed with high functionality, while high-fit extensions mitigate the negative effects of low functionality, a key attribute of masstige brands. The study adds to the limited literature on self-congruence and engagement by identifying actual and ideal self-congruence as determinants of brand engagement. It is also among the first to demonstrate that social self-congruence drives brand engagement for masstige brands.

Keywords

Acknowledgements

Contributor roles: Alper Özer, Conceptualisation, Methodology, Formal Analysis, Writing – Review and Editing. Mehmet Özer, Conceptualisation, Investigation, Writing – Original Draft. irem Buran, Conceptualisation, Investigation, Writing – Original Draft. Esra Genç, Conceptualisation, Investigation, Writing – Original Draft.

Citation

Özer, A., Özer, M., Buran, İ. and Genç, E. (2025), "Unveiling the role of brand engagement in brand extension for masstige brands: functionality matters as much as fit", Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-01-2023-4283

Publisher

:

Emerald Publishing Limited

Copyright © 2025, Emerald Publishing Limited

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