2025, Vol. 6, Issue 2, Part H
Study of price consciousness as antecedent of masstige buying behaviour: Moderation of brand goodwill
Author(s): Chittresh Coomer and Surajit Ghosh Dastidar
Abstract: This study empirically investigates consumers' Price Consciousness as an antecedent of buying intention for masstige products in the case of the FMCG product category. The moderating influence of brand goodwill is also examined. The study employed moderation analysis and structural equation modelling. The results show a significant impact of Price Consciousness on the intention to consume masstige brands. Brand goodwill was found to moderate this relationship significantly. The results are important for understanding the masstige buying behaviour of price-conscious consumers and the moderating role of brand goodwill. This study contributes to the extant literature and enables marketers to adopt appropriate pricing and positioning strategies for masstige brands.
DOI: 10.22271/27084515.2025.v6.i2h.745
Pages: 746-750 | Views: 352 | Downloads: 59
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How to cite this article:
Chittresh Coomer, Surajit Ghosh Dastidar. Study of price consciousness as antecedent of masstige buying behaviour: Moderation of brand goodwill. Asian J Manage Commerce 2025;6(2):746-750. DOI: 10.22271/27084515.2025.v6.i2h.745
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