Evaluation of Consumer Masstige Brand Relationship Between Generations

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.