Masstige Consumption Propensity as Consumer Trait: ‘Scale Development’ and ‘Validation’

Abstract This study aims to conceptualize and develop a reliable and valid scale to measure Masstige Consumption Propensity (MCP) as a multidimensional consumer trait. While the concept of masstige consumption, where consumers seek prestige through accessible brands, has garnered increasing academic interest. Prior research has primarily focused on brand-level attributes or consumer attitudes, overlooking the individual predispositions that drive such behavior. Addressing this gap, the study adopts a four-study, mixed-method research design in accordance with established scale development protocols. Study 1 involved generating items and validating them through expert validation using open-ended qualitative responses. Study 2 employed a split-sample technique (n = 230) to conduct both exploratory and confirmatory factor analyses, resulting in a 19-item scale encompassing six dimensions: Uniqueness, Price-based Symbolic Orientation, Status Symbolism, Social Approval, Perceived Excellence, and Self-Identity Expression. Study 3 (n = 300) validated the hierarchical structure using second-order confirmatory factor analysis (CFA) and established nomological validity through structural equation modeling by linking MCP to status consumption and bandwagon behavior. Study 4 assessed temporal reliability via a matched-sample test–retest design over a seven-month interval (n = 142), demonstrating strong internal consistency, robust construct validity, and high intertemporal correlations. This study conceptualizes masstige consumption as a stable, trait-like consumer orientation. It offers a psychometrically rigorous scale for advancing theory in symbolic consumption and aspirational branding. The findings provide strategic insights for marketers seeking to target middle-income consumers with prestige-driven, value-aligned branding. Future research should explore cross-cultural applications, demographic invariance, and behavioral outcomes in digital and experiential consumption contexts.