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<p>The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.</p>
</abstract>

The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.

Exploring the antecedents of masstige purchase behaviour among different generations

Management & Marketing

This work is licensed under the Creative Commons Attribution 4.0 International License.

The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value...

Exploring the antecedents of masstige purchase behaviour among different generations

Published Online: Oct 13, 2022

Page range: 255 - 271

DOI: https://doi.org/10.2478/mmcks-2022-0014

Keywords
Masstige brands, brand equity, generational cohort theory, luxury value, quality consciousness

© 2022 Adi Alić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Exploring the antecedents of masstige purchase behaviour among different generations

Published Online: Oct 13, 2022

Page range: 255 - 271

DOI: https://doi.org/10.2478/mmcks-2022-0014

KeywordsMasstige brands, brand equity, generational cohort theory, luxury value, quality consciousness

© 2022 Adi Alić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Masstige brands, brand equity, generational cohort theory, luxury value, quality consciousness