Abstract
This study expands the conceptual model on the antecedents and consequences of masstige brands by analysing the similarities and differences in consumer perceptions between Generations Z and Y. Focusing on Chinese consumers, data were collected via a structured survey and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) and bootstrapping to ensure methodological rigor. The results validate the conceptual framework, showing partial measurement invariance between the two generational cohorts, indicating that while both groups share similar perceptions of masstige brands, key differences exist in how they relate to brand loyalty. This study offers empirical validation of the model, addressing a gap in the literature by testing masstige brand constructs using the Masstige Mean Score Scale (MMSS). The findings contribute to masstige branding strategy by highlighting generational nuances and confirming that Generations Z and Y in China exhibit comparable but distinct engagement with masstige brands, providing insights for more targeted brand strategies.
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Conflict of interest: The authors declare that they have no know competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
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Research funding: This work is supported by national funding’s of FCT – Fundação para a Ciência e a Tecnologia, I.P., in the project “UIDP/04005/2020”.
Masstige Mean Score Scale Index (MMSSI)
China | ||||||
---|---|---|---|---|---|---|
Apple | Estée Lauder | Mercedes | Michael Kors | Starbucks | Whirlpool | |
MMS1 | 3.76 | 3.86 | 3.85 | 4.00 | 3.76 | 4.25 |
MMS2 | 4.06 | 4.11 | 3.95 | 5.00 | 3.98 | 4.75 |
MMS3 | 3.56 | 3.43 | 3.53 | 3.00 | 3.56 | 3.75 |
MMS4 | 3.71 | 3.59 | 3.93 | 3.50 | 3.56 | 4.00 |
MMS5 | 4.05 | 3.99 | 4.10 | 4.00 | 4.06 | 4.50 |
MMS6 | 4.20 | 4.11 | 4.19 | 4.00 | 4.01 | 4.25 |
MMS7 | 4.08 | 4.10 | 4.25 | 4.00 | 3.98 | 4.00 |
MMS8 | 3.12 | 3.14 | 3.18 | 2.50 | 3.35 | 3.00 |
MMS9 | 3.36 | 3.32 | 3.42 | 3.00 | 3.33 | 4.00 |
MMS10 | 3.75 | 3.69 | 3.86 | 4.00 | 3.63 | 4.00 |
|
||||||
Score | 37.70 | 37.38 | 38.32 | 37.00 | 37.26 | 40.50 |
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Likert-type scales ranging from 1 to 5 was used to obtain the Masstige Index. For Paul (2015), who used a 7-point Likert-type scale, a brand needs to have a minimum MMSSI score of 50 out 70 to be considered a masstige brand. In this study, a brand needs to have a minimum MMSSI score of 35 out 50 to be considered a masstige brand.
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