Purpose: In recent years, the concept of masstige has attracted considerable attention from researchers and marketing managers as an effective strategy for combining the characteristics of luxury brands with accessibility to a broader range of consumers. In this regard, identifying the factors influencing perceived masstige brand value and its consequent outcomes can play a significant role in the development of brand strategies and the strengthening of sustainable customer relationships. Therefore, the present study, focusing on customers of the Maybelline brand, investigates the factors shaping perceived masstige brand value and its resulting behavioral and attitudinal consequences.
Methodology: In terms of purpose, this study is applied research, and in terms of nature and method, it is a descriptive-survey study. The statistical population consisted of all customers of the Maybelline brand in Tehran Province. Due to the large size of the population and the inability to access all members, 384 customers were selected using a non-probability convenience sampling method. The required data were collected through a standard questionnaire. To assess the quality of the measurement instrument, content validity was confirmed through the opinions of experts and specialists in the field of marketing. In addition, construct reliability was examined using Cronbach’s alpha coefficient, and convergent validity was assessed, with the results indicating satisfactory measurement properties. To test the research hypotheses and analyze the relationships among the study variables, structural equation modeling based on the partial least squares approach (PLS-SEM) was employed.
Findings: The findings revealed that brand congruence, brand image, celebrity endorsement, brand love, and brand uniqueness have a positive and significant effect on perceived masstige brand value. Furthermore, perceived masstige brand value was found to have a positive and significant effect on brand addiction. The results also indicated that brand addiction significantly influences customer engagement, customer loyalty, customer happiness, and positive word-of-mouth. Moreover, the bandwagon effect plays a moderating role in the relationship between brand congruence, brand image, celebrity endorsement, brand love, and brand uniqueness, and perceived masstige brand value.
Conclusion: Overall, the findings of this study provide valuable insights for brand managers and marketers in designing and implementing masstige strategies, enhancing perceived brand value, and fostering long-term relationships with customers.