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

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.