Obtaining Premium When Luxury Is Far Away: Masstige's Antecedents, Moderators and Consequences

ABSTRACT This study examines the interplay between masstige brands and key consumer factors, including the need for uniqueness, pride, bandwagon effect, conspicuous consumption, and consumer brand engagement. Employing a two‐stage sampling method and PLS–SEM analysis, the research focuses on middle‐income individuals as prospective masstige consumers. Findings reveal that pride and the need for uniqueness significantly drive masstige consumption, while masstige consumption strongly influences conspicuous consumption and consumer brand engagement. The study contributes to the masstige literature by validating the MMI scale and demonstrating the pivotal roles of pride and uniqueness in navigating the masstige market. These insights underscore the strategic importance of masstige brands in fostering consumer‐brand relationships and provide direction for targeted engagement strategies.