میز خدمت الکترونیک
دوره ویراستاری

  اخبار و اعلانات

 آمار

تعداد نشریات127
تعداد شماره‌ها7,196
تعداد مقالات77,227
تعداد مشاهده مقاله157,217,968
تعداد دریافت فایل اصل مقاله118,403,665
Bala, Indu, Dangi, Amit. (1405). Masstige in the Hospitality Sector: An Empirical Study on Consumer Intentions and Emotional Drivers. , (), -. doi: 10.22059/ijms.2026.398260.677776
Indu Bala; Amit Dangi. "Masstige in the Hospitality Sector: An Empirical Study on Consumer Intentions and Emotional Drivers". , , , 1405, -. doi: 10.22059/ijms.2026.398260.677776
Bala, Indu, Dangi, Amit. (1405). 'Masstige in the Hospitality Sector: An Empirical Study on Consumer Intentions and Emotional Drivers', , (), pp. -. doi: 10.22059/ijms.2026.398260.677776
Bala, Indu, Dangi, Amit. Masstige in the Hospitality Sector: An Empirical Study on Consumer Intentions and Emotional Drivers. , 1405; (): -. doi: 10.22059/ijms.2026.398260.677776

Masstige in the Hospitality Sector: An Empirical Study on Consumer Intentions and Emotional Drivers

Interdisciplinary Journal of Management Studies
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 10 خرداد 1405
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2026.398260.677776
نویسندگان
Indu Bala1؛ Amit Dangi* 2
1Department of Management & Commerce, The NorthCap University, Gurugram
2Department of Management & Commerce, The NorthCap University, Gurugram, Haryana, India
چکیده
Masstige‍‌‍‍‌‍‌‍‍‌ represents a different type of luxury consumption that blends the mass and prestige features. Luxury brands target consumers through masstige marketing that combines status, exclusivity, and price affordability. Despite research on masstige consumption has increased in the past, major studies still focus on products, leaving service contexts untouched. This study addresses these gaps by combining cognitive, social, and affective drivers to explain consumers’ intentions to use masstige hotels. Data was collected from a target population of Delhi NCR, a total of 717 respondents were targeted through purposive, non-probability sampling by using online and offline channels. Finally, for the study a total of 296 valid responses were analyzed using SmartPLS 4. Findings show that TPB constructs significantly influences positive anticipated emotions and intention. Further, positive anticipated emotions also have a strong and significant impact on intention. Finally, it was shown that positive anticipated emotions partially mediated the relationship between TPB constructs and intentions towards masstige hotels. The results suggest that hospitality managers can enhance consumer intention by fostering positive emotional expectations, leveraging social cues, and reducing procedural barriers across the service experience.
کلیدواژه‌ها
Masstige Marketing؛ Masstige hotels؛ Behavioral Intention؛ Theory of Planned Behaviour؛ Positive Anticipated Emotions
آمار
تعداد مشاهده مقاله: 15





سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب