MASSTIGE MARKETING: AN ANALYSIS ON BRAND DEMOCRATIZATION AND CUSTOMER BRAND ENGAGEMENT
The process of Brand Democratization (BD) is primarily responsible for the increased marketing of luxury brands that were formerly only available to the upper echelons of society. Nonetheless, there is a dearth of scholarly investigation into the effects of democratization and how they affect consumer brand involvement. Advocates for a deeper knowledge of brand democratization point to the literature and the preliminary conceptual model as means of exploring the emphasized assumptions of brand democratization and customer-brand engagement. This research, which concurrently conducted three studies, uses primarily quantitative techniques for gathering data to look at the fundamental ideas of a more democratic brand. In the first study, brand democratization was investigated through a methodical literature analysis, and many dimensions that contribute to a deeper comprehension of the concept were found. In order to help luxury businesses create a cogent long-term strategy to handle particular issues, this academic empirical investigation on brand democratization offers various theoretical advances. The online survey form was made on the Google podium and sent to urban Bengaluru residents using the snowball sampling technique. In the end, we had 130 insightful responses. Further research on the mediating effect of customer-brand interactions is warranted, as the results demonstrated a beneficial influence of brand democratization on customer brand engagement. When looking for a moderating effect on the link between BD and CBE, the control and empowerment that consumers and customers of luxury brands want to have over brands were taken into account.
Brand Democratization, Customer Brand Engagement, Customer Brand Power.