East meets middle east: Unpacking cultural drivers of masstige brand experience in the hospitality sector

The dynamic nature of global consumer behaviour has positioned masstige brands as vital players in contemporary markets, warranting rigorous examination. This research advances our understanding of the interplay between culture and consumer interactions with masstige brands, particularly within the hospitality sector. By employing expectancy value theory, the study elucidates the roles of brand identification, engagement, prestige, and trust in shaping consumer experiences. Utilising structural equation modelling across two culturally distinct contexts (N = 953), demonstrating the relative importance of brand identification and trust in India (Study 1) and the significance of prestige and engagement in the United Arab Emirates (Study 2). The findings suggest the moderation of culture in shaping the masstige brand experience in the hospitality sector in both countries. This study contributes to the masstige literature from the lens of the hospitality sector and offers various practical implications for brand managers.