EMOTIONAL BRAND ATTACHMENT WITH MASSTIGE BRANDS: REVEALING THE ROLE OF CONSUMPTION VALUES ACROSS FASHION AND SERVICE INDUSTRIES

This study explores consumer behaviour toward masstige brands and the factors influencing emotional attachment to these brands in depth. The study examines functional, emotional, symbolic, and experiential consumption values as antecedents of brand attachment. It tests the effects of these values on the emotional attachment to masstige brands and the implications of this attachment on behavioural consequences like purchase intention, brand recommendation, and positive word-of-mouth. Furthermore, based on the differences between fashion and service sectors, the study reveals how masstige strategies differentiate consumer behaviour. The present study also researched the moderator role of brand heritage, investigating how perceptions such as brand history and authenticity influence the relationship between emotional attachment and behavioural intention. Structural equation modelling was implemented to analyse the 301 data collected via an online survey. The findings reveal the importance of various consumption values offered by masstige brands in creating brand attachment while also finding certain moderating and mediating effects. This study offers valuable contributions to both the academic literature and practical applications of masstige by aiding in the development of mass prestige strategies, enhancing brand attachment, and providing deeper insights into consumer behaviour