The Impact of Perceived Brand Mass Prestige on Brand Advocacy: The Sequential Mediating Roles of Brand Perception and Brand Happiness
DOI:
https://doi.org/10.5281/zenodo.20800537Keywords:
Brand Perception, Brand Mass Prestige, Brand Advocacy, Brand HappinessAbstract
This study examines the impact of perceived brand mass prestige on brand advocacy within the framework of the successive mediating roles of brand perception and brand happiness. In today's competitive markets, brands influence consumer behavior by offering symbolic and emotional values beyond functional utility. In this context, mass prestige stands out as a significant element combining accessibility with perceived status. The research is based on the cognitive-emotional behavioral hierarchy approach and the Stimulus-Organism-Response (S-O-R) paradigm. Within this framework, perceived brand prestige is considered the stimulus; brand perception and brand happiness are the organisms; and brand advocacy is the behavioral outcome. Data were collected through surveys from 963 participants and analyzed using SPSS 26 with PROCESS Macro 3.4 (Model 6). The findings show that perceived mass prestige significantly and positively influences brand perception and brand happiness. Furthermore, it was determined that brand perception has a strong influence on brand happiness, and brand happiness has a strong influence on brand advocacy. In contrast, the direct impact of mass prestige on brand advocacy is not significant. The results reveal that the effect occurs only indirectly and through a sequential mediation mechanism. This highlights the decisive role of emotional processes in consumer behavior.
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