Exploring Masstige Service Brands: A Study of Brand Happiness and ‎Brand Advocacy Towards Over-The-Top (OTT) Platforms

  • Authors

    • Garima Arora Research Scholar, M. M. Institute of Management, Maharishi Markandeshwar (Deemed to be University), Mullana-Ambala, Haryana, India https://orcid.org/0000-0001-8348-0721
    • Dr. Vandana Madaan Associate Professor, M. M. Institute of Management, Maharishi Markandeshwar (Deemed to be University),‎ Mullana-Ambala, Haryana, India
    • Dr. Sultan Singh Professor, ‎M.M. Institute of Management, Maharishi Markandeshwar (Deemed to be University),‎ Mullana-Ambala, Haryana, India
    https://doi.org/10.14419/vse4mj78

    Received date: July 30, 2025

    Accepted date: September 28, 2025

    Published date: October 11, 2025

  • Masstige; Brand happiness; Brand advocacy; Importance-Performance Map Analysis (IPMA)‎.

  • Abstract

    The present research aims to construct a novel conceptual framework centered on the Stimulus-‎Organism-Response (SOR) theory for describing how customers feel happy and ‎show advocacy for Over-the-Top (OTT) brands. To achieve this, the model was assessed by ‎employing quantitative data analysis. For evaluating the broader applicability of the suggested ‎model, the data gathered from 246 Indian Over-the-Top (OTT) users were analyzed by using ‎Partial Least Squares-Structural Equation Modeling (PLS-SEM). It is found that the predictive ‎power pertaining to the model is moderate, and the data validate all of the proposed associations ‎among the selected variables. Additionally, the current study also provides some insightful ‎theoretical, economic, policy, and managerial implications. The implications for the managers were ‎derived by conducting a priority map analysis to thoroughly examine specific constructs and ‎indicators for understanding the brand advocacy behavior of consumers. This provides insightful ‎information to marketing managers to identify the most important construct and the indicators to ‎focus on‎.

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    Arora, G. ., Madaan, D. V. ., & Singh, D. S. . (2025). Exploring Masstige Service Brands: A Study of Brand Happiness and ‎Brand Advocacy Towards Over-The-Top (OTT) Platforms. International Journal of Accounting and Economics Studies, 12(6), 402-413. https://doi.org/10.14419/vse4mj78