Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride

The marketing term 'masstige' is a hybrid of the words 'mass' and 'prestige' and is used to describe 'luxury for the masses' or 'prestige for the masses.' These products can be considered 'luxury' or 'premium', and they are priced between midmarket products and super-premium products, having appropriate product functionality as well as exclusivity. This study identifies product attributes which impact consumer purchase intention of 'masstige' products, and further analyzes the moderator effects of consumer emotion, status, and pride on purchase intention. After a literature review and considering theories, we prepare a conceptual model. The model was validated using PLS-SEM technique by analyzing the results of a survey conducted with 358 usable respondents. The study shows that 'perceived prestige value' is important for consumers purchasing masstige products, whereas status, emotion, and pride play important moderating roles in their purchase.