The Impact of Power States and Belonging on Masstige Luxury Consumption

ABSTRACT Recent research has established that masstige marketing is neither a myth nor a buzz word but very much a phenomenon that can lead brand managers to achieve a competitive advantage. Drawing on three studies, the aim of this paper was to examine the impact of need for belonging on consumers' intention to purchase masstige luxury fashion goods and to assess whether state of (low vs. high) power moderates this relationship. Study 1 confirmed that there was a positive correlation between consumers' need for belonging and their evaluation of masstige luxury fashion goods. Study 2 established that individuals with a strong need for belonging have a greater affinity with masstige luxury fashion goods than those with a weak need for belonging. Further, using Hayes PROCESS Macro for SPSS, Study 3 demonstrated that consumers' state of power moderates the relationship between the need for belonging and masstige luxury fashion consumption. This paper concludes with implications for luxury brand managers which extend insights into the psycho‐social disposition of individuals who comprise current and potential market segments of masstige luxury fashion brands.