Masstige Marketing: An Analysis On Exploring The Experiences Of Masstige Purchase Behaviour Among Diverse Groups

Abstract

The conceptual model proposed in this study tracks how consumers' views of luxury value, perceived brand equity, and high-quality consciousness influence their propensity to buy masstige brands. It also examines the moderating effect of generational cohort membership. We employed a quantitative survey-based study approach, focusing on a specific masstige brand and product category—consumer electronics—to investigate the link between factors of interest. Using a snowball sampling method, the online survey form was created on the Google podium and sent to Bengaluru urban people.  We ultimately got 182 useful answers. To test the suggested conceptual model, we employed multigroup analysis and structural equation modeling. According to our research, perceived brand equity is the second most important indicator of consumers' intentions to purchase a masstige brand, behind quality consciousness. Furthermore, our findings suggest that generational variations influence the associations between the reliant on variable (goal to acquisition a masstige brand) and the autonomous factors (quality consciousness, consumer-based brand equity and total luxury value). The current study advances the theoretical concept of group cohort theory in relation to masstige feasting and broadens our knowledge of masstige feasting.