Page 26 - IIMV Newsletter Edition Dec 25

Research@IIMV

5.1 Research Publications

Why the masses purchase prestige products? A
meta-analysis

Manish Das, Charles Jebarajakirthy, Amit Shankar,
Haroon Iqbal Maseeh , Raiswa Saha

Journal of Business Research (ABDC-A)
Irrespective of exponential rise in mass-prestige based consumption,
the findings reported by studies regarding motives and options
shaping masstige purchase are inconsistent. This meta-analysis
resolves these inconsistent findings by synthesising masstige
consumption literature based on an integrated framework developed
with the underpinnings of stimulus-organism-response model and
shopping preference theory. Four shopping motives (functional
value, monetary incentives, desire and emotions) and two shopping
options (store environment and offline shopping) prominently drive
attitude and buying intention around masstige brands. The variation
in the findings reported in masstige consumption literature can be
attributed to contextual (cultural perspectives, consumer need,
macro-economic conditions and consumers’ geographical locations)
and methodological (research methods, sample type and gender
dominance) factors. Our study, being the pioneer meta-analytic
study on masstige consumption, distinguishes masstige consumption
from luxury consumption concluding that functional values and
monitory incentives; but not brand prestige and uniqueness, are the
prime motives for masstige consumption. Following these intriguing
findings, we offer several insightful implications for marketers of
masstige brands.

Click here to read the paper.

Exploring consumer engagement with smart
voice assistants in the era of emerging
conversational technologies

Kumar Rohit, Amit Shankar, Ankit Mehrotra,Muhammad Zafar
Yaqub, Pragya Gupta

Marketing Intelligence & Planning (ABDC-A)

Purpose

The study aims to unravel the complex dynamics between consumers
and smart voice assistants (SVAs) in online transactions by identifying

26