Consumers' relationship with mass prestige brands and happiness
研究了消费者与奢侈品牌的关系如何带来品牌幸福感，发现品牌的大众奢侈属性和消费者对奢侈品的态度会调节这种关系，且象征性品牌比功能性品牌更能提升幸福感。
Abstract This study investigates how the relationships consumers establish with prestigious brands can lead to brand happiness. A study of 545 responses covering 19 global brands assessed consumers' perceptions of their relationship with prestigious brands—in both functional and symbolic categories—and brand happiness. Using structural equation modeling and moderation analysis, we show that (1) the prestige associated with brands induces consumers to formulate relationships with those brands and (2) brands' mass prestige (masstige) helps them achieve brand happiness. We show that consumers' attitudes toward luxury brands moderate the masstige–brand happiness relationship. In addition, brand classification (functional vs. symbolic) is an important moderator, with consumers perceiving symbolic brands as more intimate and, thus, as exhibiting more prestige and contributing more to brand happiness than functional brands. The more passionate consumers' relationship with a masstige brand, the happier they are with the brand.