Impact of status brand strategy on materialism in Thailand
Abstract
Purpose
The paper aims to investigate the influence of status brand strategy of Mercedes Benz on materialism.
Design/methodology/approach
Materialism level and perceived status associated with status brands are measured amongst Bangkok people. The correlation between the two shows the nature and the extent of the impact of the strategy on materialism.
Findings
Status brand strategy promotes materialism at a moderate level. Older and low to middle income people are susceptible to the impact of the strategy. The three characteristics of the brand – symbolic meaning, quality, and emotional appeal – show a strong impact on materialists.
Research limitations/implications
This paper focuses on the Bangkok population and a single status brand. The analysis does not distinguish between the perception of the owner and non‐owner of the brand.
Practical implications
The findings point to adopting appropriate marketing strategies. These are: use direct marketing channels, expand product range to introduce affordable products, and communicate against bad connotation of materialism.
Originality/value
This paper calls for a reexamining of the impact of status brand strategy in escalating materialism. The findings will help in implementing strategies to discourage excessive materialism.
Keywords
Citation
Sangkhawasi, T. and Johri, L.M. (2007), "Impact of status brand strategy on materialism in Thailand", Journal of Consumer Marketing, Vol. 24 No. 5, pp. 275-282. https://doi.org/10.1108/07363760710773094
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited