Unpacking masstige brand perception: A multimethod study on value dimensions and brand extension

Abstract

As luxury brands increasingly pursue downward extensions to capture the expanding middle-class market, the masstige strategy-offering prestige at accessible prices-has emerged as a compelling marketing approach. This study adopts a two-study design to examine how masstige brand equity is formed and how it influences consumer behavior. Study 1 employs semantic network analysis of large-scale consumer discourse to reveal four thematic clusters that structure masstige perceptions: Product and Consumer Perception, Premium and Strategic Marketing, Fashion Growth and Distribution Channels, and Retail and Market Dynamics. Study 2 builds on these insights by empirically testing the effects of five consumption values-quality, uniqueness, hedonic, conspicuous, and inconspicuous-on masstige brand equity and subsequent purchase intention, along with the moderating role of perceived brand fit. The findings show that hedonic, conspicuous, and quality values significantly enhance brand equity, while uniqueness and inconspicuous values do not. Moreover, the impact of symbolic and emotional values is amplified when brand fit is low, suggesting a compensatory mechanism in consumer evaluation. Together, these results provide a comprehensive understanding of how masstige brand value is constructed and highlight the strategic importance of value prioritization, brand fit, and data-driven brand positioning in managing luxury-to-masstige extensions.