Analysis shows emotional brand love significantly boosts brand loyalty among online streaming consumers, suggesting valuable implications for providers.
Masstige marketing is an approach to promoting prestigious goods and services among numerous consumers. Materialistic people often exhibit deep love for brands that provide high social status. Brand love can have an enormous effect on users, particularly increasing brand loyalty. Online streaming, which was considered a luxury, has become steadily more common among a large number of Indians. For this reason, the current survey sought to ascertain the impact of masstige on viewers’ loyalty to OTT (Over-the-Top) brands, whereby brand love serves as an intervening factor. Data from 247 respondents were collected via an adapted questionnaire, and valid responses were evaluated using statistical analyses. The outcomes of research show that masstige tactics played a major role in creating an intense love for a brand, which is considered significant for achieving substantial rises in brand loyalty. When it comes to influencing brand loyalty, the results of the IPMA (Importance Performance Map Analysis) reveal that brand love is more important than masstige. Besides this, it is also important for the brand to develop a positive emotional connection as well as the passion-driven behaviour of the consumers concerning the OTT (Over-the-Top) brands for influencing brand loyalty. Furthermore, the research also provides the financial and policy implications for the OTT service providers.
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Arora et al. (2025) studied this question.
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