Masstige scale: An alternative to measure brand equity

Abstract Masstige marketing is a strategic word for market penetration for premium but reachable products based on brand equity, trying to develop brand awareness, likability, affection and attachment. Hence, masstige scale may allow firms to measure brand equity to derive insights into the popularity of their brands. However, there is no empirical evidence available to test whether these scales are related measures of brand equity and, at the same time, independent measures, respectively. This study investigates whether the masstige scale and multidimensional consumer‐based brand equity scale measure the same constructs. A total of 493 participants evaluated four different athletic shoe brands. The multi‐trait, multimethod and confirmatory factor analyses suggested that the masstige scale may be a viable alternative to consumer‐based brand equity and masstige value. We discuss the implications and provide directions for future research derived from our findings.