EMOTIONAL BRAND ATTACHMENT WITH MASSTIGE BRANDS: REVEALING THE ROLE OF CONSUMPTION VALUES ACROSS FASHION AND SERVICE INDUSTRIES

Year 2025, Volume: 26 Issue: 3, 469 - 500, 28.09.2025

Mehmet Özer

https://doi.org/10.53443/anadoluibfd.1672107

Abstract

This study explores consumer behaviour toward masstige brands and the factors influencing emotional attachment to these brands in depth. The study examines functional, emotional, symbolic, and experiential consumption values as antecedents of brand attachment. It tests the effects of these values on the emotional attachment to masstige brands and the implications of this attachment on behavioural consequences like purchase intention, brand recommendation, and positive word-of-mouth. Furthermore, based on the differences between fashion and service sectors, the study reveals how masstige strategies differentiate consumer behaviour. The present study also researched the moderator role of brand heritage, investigating how perceptions such as brand history and authenticity influence the relationship between emotional attachment and behavioural intention. Structural equation modelling was implemented to analyse the 301 data collected via an online survey. The findings reveal the importance of various consumption values offered by masstige brands in creating brand attachment while also finding certain moderating and mediating effects. This study offers valuable contributions to both the academic literature and practical applications of masstige by aiding in the development of mass prestige strategies, enhancing brand attachment, and providing deeper insights into consumer behaviour

Keywords

Mass-Prestige , Masstige , Brand Attachment , Functional Value , Symbolic Value , Emotional Value , Experiential Value , Brand Heritage

Ethical Statement

The research described in this study involving data collection from human participants was conducted in full compliance with the ethical principles and guidelines. All participants provided informed consent to participate in the study, and they were explicitly informed about the research objectives, their rights as participants, and the voluntary nature of their involvement. Their consent was obtained in writing, and they were assured of the confidentiality and anonymity of their responses.

Supporting Institution

This work did not receive any funds from private or public institutions.

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