Luke Pittaway, Rachida Aissaoui, Michelle Ferrier and Paul Mass
The purpose of this paper is to explore trends in entrepreneurship spaces developed by universities to support entrepreneurship education. It identifies characteristics that make…
Abstract
Purpose
The purpose of this paper is to explore trends in entrepreneurship spaces developed by universities to support entrepreneurship education. It identifies characteristics that make a space conducive to innovation and explains whether current spaces adequately conform to those characteristics. More generally, this paper seeks to clarify what is being built, for which purposes and with what results.
Design/methodology/approach
Given the novelty of this research, the paper uses a multiple-method approach to allow for an iterative examination between theory and data. Multiple data and methods were used, including an action research method, a systematic survey of 57 entrepreneurship spaces at US universities and a thematic and content analyses of interviews carried out with individuals directly involved in the functioning of such spaces.
Findings
The paper presents a prescriptive model aimed at guiding the practitioner in the design of an entrepreneurship space. It identifies five types of entrepreneurship spaces that differentially support entrepreneurial activities and rely on different characteristics. These characteristics are centrally important for innovation and entrepreneurship spaces.
Practical implications
There are a number of practical implications from the work. It identifies key challenges in the design of entrepreneurship spaces and shows which questions to consider in the decision-making process.
Originality/value
The paper advances research on entrepreneurship spaces, an important yet poorly understood phenomenon. It reviews and introduces the literature on how space can support innovation, entrepreneurship education and entrepreneurial “spirit’” and proposes a typology of entrepreneurship spaces, providing a path toward more robust and comprehensive theory building.
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This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.
Abstract
Purpose
This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.
Design/methodology/approach
The empirical research framework was developed by synthesising the past literature on masstige marketing and brand extension. Data was collected using a survey questionnaire from 396 respondents availing M-Wallet. Structural equation modelling was used to validate the brand revitalization attributes; further, the binary logistic regression model examined the effect of revitalization attributes on the chance of increasing customer's perception of masstige.
Findings
The exploratory study suggested brand image, service quality and value for money pricing as essential attributes to revitalize mass brands into masstige brands; furthermore, path analysis validated the positive effects of these attributes on the perception of masstige. The proposed binary logistic regression model suggested brand image as sensitive attributes, increasing the odds ratio by 9.39 times in favour of perceiving brand as masstige followed by the perceived service quality that is 5.87 times. The prediction capability of the proposed binary logistic regression model is found to be 96%.
Practical implications
The methodology of this study provides the basis for future researchers to advance research on masstige. This study will assist the marketers of mass brands to make better marketing decisions related to how masstige image can be sustained or a new or less known brand can be revitalized into a prestigious brand.
Originality/value
This study is the first to provide empirical evidence of how the mass brand can be revitalised as masstige brands by considering image, quality and price attributes.
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Manish Das, Charles Jebarajakirthy, Balaji M.S., Victor Saha, Mrinal Kanti Paul and Achchuthan Sivapalan
This study aims to examine the role of price discounts and how to communite such discounts for masstige brands. While a price discount might encourage potential (first time…
Abstract
Purpose
This study aims to examine the role of price discounts and how to communite such discounts for masstige brands. While a price discount might encourage potential (first time) customers seeking higher status to buy a masstige brand, it might deter existing (repeat) customers from purchasing the brand due to a decline in perceived status. Such paradoxical effect of price discounts on masstige brand’s purchase requires a detail investigation into whether masstige brands should offer price discounts and if so, how to communicate such discounts. Current research investigates this phenomenon.
Design/methodology/approach
Four experimental studies were executed. Study 1 investigated the impact of monetary discount (absent vs. present) on the purchase intention of masstige brands for different customer types (potential vs. existing). Study 2 investigated the mediating role of perceived status. Study 3 examined the effectiveness of metaphoric communication of monetary discounts (absent vs present) on masstige brand’s purchase. Study 4 tested the moderating effect of customers’ need for cognition.
Findings
Overall, monetary discounts positively affect purchase intention of masstige brand; however, the effect is negative for existing customers and positive for potential customers owing to differences in perceived status these customer groups experience (positive for potential and negative for existing customers). Metaphoric communications of monetary discounts restrict the declining purchase intention and status perception of existing customers besides keeping the potential customers’ purchase intention intact.
Research limitations/implications
This research is confined to a particular country limiting the gneralisability of the study’s findings. Furthermore, this research is cross-sectional in nature.
Practical implications
The findings of this research provide valuable insights and actionable recommendations for masstige brands to effectively leverage price discounts, especially in the emerging markets.
Originality/value
To date, a question of whether or not masstige brands should offer price discounts and if so, how to communicate such discounts remain opaque. This is the pioneering study exploring this phenomenon.
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In the course of the St Paul year 2008 and 2009 Christians in the whole world are commemorating St Paul. This essay aims to trace the footsteps of St Paul and consider the success…
Abstract
Purpose
In the course of the St Paul year 2008 and 2009 Christians in the whole world are commemorating St Paul. This essay aims to trace the footsteps of St Paul and consider the success factors that every strategist needs to make people enthusiastic about a product or an idea and nevertheless behave in a sustainable and ethical manner.
Design/methodology/approach
The six key performance indicators/methods of St Paul of spreading the gospel are analysed (global presence, networking, customer segmentation, keep it simple, time based competition and integrity) and compared to current distribution strategies of sales people and analysts of customer behaviour.
Findings
St Paul was a very successful power seller, but, differing from many other nowadays power sellers (take Madoff), he was selling his product in an ethical way, because he himself was also deeply convinced of the product, i.e. Christianity. Sales people can learn from St Paul, that big ticket sale will only work in the long run if combined with ethical sales behaviour. If sales organisations do not believe in the products they sell, they are doomed to fail in the long term. The current credit crisis, which originated in the sales of bad products with good sounding names is a prominent example..
Practical implications
By comparing abstract processes like sales and distribution to historical figures and their actions, it is easier for management to grasp ideas. Furthermore, stories stick better in the head than numbers. Corporate storytelling like the story of St Paul can help executives to get a clear idea of a topic and – different from “empty flipchart brainstorming” – give a good basis for management offsites and workshops.
Originality/value
By using strategy metaphors, business strategists can stretch their thinking. Linking a non‐business topic (St Paul) to a business topic can help to view one's own business from a fresh perspective.
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Paula Rodrigues, Ana Sousa, Ana Pinto Borges and Paulo Matos Graça Ramos
This study aims to fill various gaps detected in the literature on mass prestige (hereafter referred to as masstige) theory. The originality of the work stems from the…
Abstract
Purpose
This study aims to fill various gaps detected in the literature on mass prestige (hereafter referred to as masstige) theory. The originality of the work stems from the multidimensional application of Paul’s (2015) model, the introduction of brand addiction as a construct from the consumer-brand relationship (CBR) theory within the context of wines and the exploration of a new and less studied sector in masstige strategies.
Design/methodology/approach
A structured questionnaire was distributed to collect data from masstige wine brand buyers in Portugal, of whom 166 completed the questionnaire correctly. A conceptual model was developed and tested using partial least squares structural equation modelling.
Findings
The findings include that only two dimensions of Paul’s (2015) masstige scale affect brand addiction: brand knowledge and excitement and status. Brand addiction has a positive effect on brand loyalty and electronic word of mouth (eWOM), and brand loyalty has a positive impact on eWOM. Theoretical and managerial implications were explored.
Originality/value
This research added a CBR perspective to masstige theory and applied masstige theory to wine brands for the first time. These three distinctive aspects collectively contribute to the novelty and significance of the research, opening up exciting possibilities for future investigations and providing a valuable contribution to the academic community and the wine industry alike.
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The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions…
Abstract
Purpose
The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands.
Design/methodology/approach
The authors conducted three studies using an experimental approach.
Findings
Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand.
Research limitations/implications
This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies.
Originality/value
To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.
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Shadma Shahid, Rehan Husain, Jamid Ul Islam and Linda D. Hollebeek
Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural…
Abstract
Purpose
Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures.
Design/methodology/approach
This study used a sample comprising 342 Indian and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data.
Findings
The results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly, the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian customers than for Canadian customers.
Research limitations/implications
This study addresses an important literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands. It offers key theoretical and practical implications for masstige marketing.
Practical implications
Identifying differential effects among Indian and Canadian customers provides a foundation for tailoring marketing approaches in the masstige sector.
Originality/value
This study addresses a critical literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands, offering key theoretical and practical implications for masstige marketing.
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Deepika Jhamb, Arun Aggarwal, Amit Mittal and Justin Paul
Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative…
Abstract
Purpose
Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption.
Design/methodology/approach
The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model.
Findings
The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands.
Research limitations/implications
The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries.
Practical implications
The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market.
Originality/value
The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.
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Manish Das, Victor Saha and M.S. Balaji
This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and…
Abstract
Purpose
This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU dimensions, the underlying mechanism of consumer inspiration and the moderating role of CSII in the purchase intentions toward masstige products.
Design/methodology/approach
Two studies were carried out to test the proposed relationships. Study 1 examines the differential effect of CNFU dimensions and the mediating role of consumer inspiration for data collected from Tier 1 cities in India. Study 2 replicated Study 1 findings for the jewelry masstige products and tested the moderating role of CSII for data collected from Tier 2 cities. Structural equation modeling was used to test the proposed hypotheses.
Findings
The study findings confirm the differential effects of CNFU dimensions on inspiration and its mediating role in masstige products’ purchase intentions. Furthermore, the study found that CSII moderates the effect of CNFU dimensions on inspiration toward masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention.
Research limitations/implications
The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets.
Practical implications
The study findings have important implications for marketers of masstige brands in developing effective marketing strategies in the emerging markets.
Originality/value
The study is among the few studies to investigate the differential role of CNFU dimensions and inspiration for masstige brands in an emerging market context.