Stimulating brand evangelism through masstige branding and consumption values: evidence from Gen Y and Gen Z consumers in Vietnam's upscale restaurants

Purpose This study examines how masstige branding and dual consumption values shape brand evangelism in Vietnam's upscale restaurant context through brand trust and openness to experience. Design/methodology/approach Survey data were collected from 265 Vietnamese Gen Y and Gen Z consumers with recent upscale restaurant dining experience. The proposed model was tested using partial least squares structural equation modeling. Findings Mass prestige, utilitarian value, and hedonic value significantly enhance brand trust, while brand trust positively drives brand evangelism. Brand trust mediates the effects of mass prestige and utilitarian value on brand evangelism, but the indirect effect of hedonic value through brand trust is not supported. Openness to experience does not significantly moderate the relationship between brand trust and brand evangelism. Practical implications Upscale restaurant managers should build brand trust through consistent food quality, reliable service, transparent pricing, effective service recovery, and accessible prestige strategies. They should also encourage advocacy through referral programs, online review engagement, user-generated content, and loyalty-based customer communities. Originality/value This study enriches hospitality branding research by explaining brand evangelism through a trust-based consumer–brand relationship perspective. It adds to consumption value and masstige branding literature by showing how functional value, emotional experience, and accessible prestige shape brand trust and advocacy among young consumers in an emerging restaurant market.