Toward a better understanding of key determinants and consequences of masstige consumption

Consumption of masstige brands has emerged as an important research domain. This study investigates the key determinants, mediators, and consequences of masstige brands as they impact the willingness to pay a premium price. Following a pre-test with experts, we identified several brands belonging to masstige categories. Based on a sample of 1249 U.S. respondents, the data were analyzed using structural equation modeling to test the proposed conceptual model. The findings reveal that ideal self-congruence, brand tribalism, inconspicuousness, and brand engagement are key determinants of willingness to pay a premium price through the mediating effect of brand equity and brand happiness. This study's contribution to the literature is critical because it helps better understand the relevant factors underlying the emerging domain of masstige consumption. The theoretical and managerial implications, limitations, and future research directions are also discussed.