Please use this identifier to cite or link to this item:
http://hdl.handle.net/2080/5151
Title: | Measuring The Impact of Consumer-Based Brand Variables On Attitude Towards Global Masstige Brands: A PLS-SEM Approach |
Authors: | Chaurasia, Muskan Mishra, Snigdha Panda, Rajeev Kumar |
Keywords: | Masstige brands Key brand variables Attitude Accessible luxury |
Issue Date: | Mar-2025 |
Citation: | Global Business Research Conference (GBRC), Indian Institute of Foreign Trade (IIFT), Delhi, 26-28 March 2025 |
Abstract: | This paper aims to explore the influence of brand attachment, engagement, and judgment on attitude towards masstige brands, i.e., Starbucks and Costa Coffee. Additionally, the researchers investigate the masstige brand and masstige value by using MMSS. In doing so, the researchers have collected 255 samples through structured questionnaires from high-density cities in India. Moreover, the collected data was analysed using Smart-PLS-4. Thus, the results show that all the hypotheses were supported. Therefore, researchers should build upon these findings and investigate additional variables to enhance our comprehension of consumers’ attitudes in the context of masstige brands. |
Description: | Copyright belongs to the proceeding publisher. |
URI: | http://hdl.handle.net/2080/5151 |
Appears in Collections: | Conference Papers |
Files in This Item:
File | Description | Size | Format | |
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2025_GBRC_MChaurasia_Measuring.pdf | 509.97 kB | Adobe PDF | View/Open Request a copy |
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