Personality Traits Mediating the Relationship of Masstige Marketing and Conspicuous Consumption in Clothing Industry of Pakistan

Abstract

Growing number of young consumers play a significant role in growth and consumption of luxury products all over the world, especially the new -luxury products. The studies which explain the personality characteristics on consumption of luxury products are very limited. Marketing and Promotional activities also play an important role in product positioning and purchase decisions of consumers. Masstige marketing is the marketing of luxury products to mass population with a concentration on young consumers to generate a mass prestige (Silverstein and Fiske, 2003). The Objective of the current study is to explain the influence of Masstige marketing on the conspicuous consumption with the mediation role of competitiveness and need for learning personality traits. Conspicuous consumption has two types, the bandwagon effect and the snob effect. The study has established the main hypothesis that Masstige marketing has a positive influence on conspicuous consumption. Competitiveness and need for learning personality traits also mediate the relationship between Masstige marketing and conspicuous consumption. Data was collected from 381 respondents in twin cities in Pakistan (Rawalpindi-Islamabad). The data was analyzed through structural equation model. The results of the data analysis confirmed that Masstige marketing has a positive influence on conspicuous consumption of new-luxury brands in clothing. The results show that competitiveness mediates the relationship between Masstige marketing and conspicuous consumption. The results of data analysis also confirm that need for learning mediates the relationship between Masstige marketing and conspicuous consumption.