Evaluation of Consumer Masstige Brand Relationship Between Generations

Rodrigues Paula, Sousa Ana and Borges Ana Pinto ()
Additional contact information
Rodrigues Paula: Centre for Research on Organisations, Markets and Industrial Management (COMEGI), Universidade Lusíada – Norte, Porto, Portugal
Sousa Ana: Centre for Research on Organisations, Markets and Industrial Management (COMEGI), Universidade Lusíada – Norte, Porto, Portugal
Borges Ana Pinto: ISAG – European Business School & Research Center in Business Sciences and Tourism (CICET-FCVC) & Centre for Research on Organisations, Markets and Industrial Management (COMEGI), Porto, Portugal

Review of Marketing Science, 2025, vol. 23, issue 1, 57-89

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.

Keywords: masstige brands; antecedents; outcomes; generation Y; generation Z (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/roms-2024-0061 (text/html)
For access to full text, subscription to the journal or payment for the individual article is required.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bpj:revmkt:v:23:y:2025:i:1:p:57-89:n:1003

Ordering information: This journal article can be ordered from
https://www.degruyte ... ournal/key/roms/html

DOI: 10.1515/roms-2024-0061

Access Statistics for this article

Review of Marketing Science is currently edited by Ram C. Rao

More articles in Review of Marketing Science from De Gruyter
Bibliographic data for series maintained by Peter Golla ().