Author(s): Aaina Dhingra and Rishi Raj Sharma
With the advancement of corporate world and the emergence of brands, the need was to determine the intentions of the customer in adoption of e-masstige brands. Therefore, the study aims to examine the collective impact of various antecedent variables to determine intention of customers to adopt e-Masstige brands in Northern India. The study adopted a quantitative method and collected data from 377 respondents living in key cities of Punjab, Haryana, and the NCR region, which included Delhi, Noida, and Gurugram. Analysis on collected data were done using partial least square-structural equation model (PLS-SEM) and neural network (NN) using Statistical Software Package. The results of PLS-SEM revealed that customer intention to adopt e-Masstige brands is considerably influenced by perceived value, followed by desire for exclusivity, and last perceived prestige of the brand whereas perceived enjoyment, fear of missing out and compatibility with online platform stood insignificant. On the other hand, further analysis of significant variables in neural network revealed that, perceived value is the factor that has the most noteworthy influence on consumer adoption of e-Masstige brands, followed by perceived prestige and desire for exclusivity. The study extends the current literature on customer intention to adopt e-masstige brands in North- India and also provides some managerial implications. The research underscores key implications for corporate world navigating the e-Masstige market in India. Findings stress the pivotal role of perceived value, brand prestige, and exclusivity in influencing customer adoption. Prioritizing these factors in strategic planning can enhance brand appeal and foster consumer engagement.