Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets.

This article examines how socially oriented motives (e.g., status signaling) and personally oriented motives (e.g., personal enjoyment) influence consumer preferences for foreign versus domestic masstige brands—affordable luxury brands positioned between mass-market and premium luxury—in emerging markets, with a focus on China. The research finds that consumers with socially oriented motives tend to prefer foreign masstige brands due to their superior other-focused intangible attributes (symbolic value to impress others), while those with personally oriented motives favor domestic masstige brands because of their stronger self-focused intangible attributes (personal value and cultural relevance). Additionally, foreign masstige brands exhibit lower price elasticity than domestic ones, suggesting that price promotions are more effective for domestic brands. These findings, supported by three empirical studies, offer theoretical insights into the country-of-origin effect and consumption motives in masstige branding and provide actionable implications for marketing positioning and pricing strategies in emerging markets.