Mass prestige, brand happiness and brand evangelism among consumers

Grounded on the Masstige theory, this study examines the direct and indirect impact of Mass Prestige of a Brand (MPB), Brand Perception (BP), and Propensity to Pay the Premium (PPP) on Brand Evangelism (BE) via Brand Happiness (BH) as a mediator. Moreover, the moderating role of Self-pleasing Experience (SPE) between Masstige and BH and the interactive effect of Product Beliefs (PB) with BH to check its impact on BE was assessed. Two independent studies using cross-sectional and time-lagged approaches were conducted among cosmetics and clothing brand consumers. Results supported all the hypothesized paths with minor differences in impact size for both studies reflecting MBP, BP, and PPP as important predictors of BE through the underlying mechanism of BH. Likewise, results reveal that SPE acts as a catalyst to enhance BH in consumers, and this happiness further interacts with PB to motivate consumers to evangelize others to buy/use prestigious brands.