Understanding Customer Purchase Intention Through Masstige Brand Values: The Moderating Role of Brand Familiarity

Abstract/Description

Purpose In the evolving landscape of consumer behavior, masstige brands occupy a unique position between luxury and mass-market appeal. This study investigates how different types of brand value functional, financial, individual, and social affect purchase intention. It also explores the moderating role of brand familiarity in these relationships. Study Design/ Methodology A quantitative research approach was adopted. Data was collected through a structured questionnaire from 300 masstige brand consumers in Karachi who had made purchases within the past six months. Purposive sampling was used, and data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings Financial value emerged as the strongest driver of purchase intention, followed by functional value, Individual and social values also had significant effects, as consumers preferred brands that reflect personal identity and social status. Brand familiarity moderated the impact of financial and individual values on purchase intention by enhancing trust and reducing uncertainty, but showed limited moderating effects for functional and social values. Originality/ Value This study adds to the limited body of research on masstige branding by incorporating multiple value dimensions and examining the moderating role of brand familiarity. It offers a comprehensive understanding of how consumer perceptions shape buying decisions in the masstige segment. Research Limitations The study is limited to Karachi and the fashion industry, with a cross-sectional design. Future studies should consider broader geographic and industry coverage and explore mediating variables like brand credibility. Social Implications Masstige brands should focus on enhancing financial and functional value, maintaining brand familiarity, and aligning products with consumer identity and lifestyle. Practical Implications Strengthening brand familiarity and value perception can promote informed and confident consumption, enhancing overall consumer satisfaction and brand loyalty.

Keywords

Masstige brands, financial value, functional value, individual value, social value, purchase intention, brand familiarity

Track

Marketing

Session Number/Theme

Marketing - Session II

Start Date/Time

13-6-2025 4:10 PM

End Date/Time

13-6-2025 5:30 PM

Location

MCC – 15 AMAN CED Building

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Jun 13th, 4:10 PM Jun 13th, 5:30 PM

Understanding Customer Purchase Intention Through Masstige Brand Values: The Moderating Role of Brand Familiarity

MCC – 15 AMAN CED Building

Purpose In the evolving landscape of consumer behavior, masstige brands occupy a unique position between luxury and mass-market appeal. This study investigates how different types of brand value functional, financial, individual, and social affect purchase intention. It also explores the moderating role of brand familiarity in these relationships. Study Design/ Methodology A quantitative research approach was adopted. Data was collected through a structured questionnaire from 300 masstige brand consumers in Karachi who had made purchases within the past six months. Purposive sampling was used, and data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings Financial value emerged as the strongest driver of purchase intention, followed by functional value, Individual and social values also had significant effects, as consumers preferred brands that reflect personal identity and social status. Brand familiarity moderated the impact of financial and individual values on purchase intention by enhancing trust and reducing uncertainty, but showed limited moderating effects for functional and social values. Originality/ Value This study adds to the limited body of research on masstige branding by incorporating multiple value dimensions and examining the moderating role of brand familiarity. It offers a comprehensive understanding of how consumer perceptions shape buying decisions in the masstige segment. Research Limitations The study is limited to Karachi and the fashion industry, with a cross-sectional design. Future studies should consider broader geographic and industry coverage and explore mediating variables like brand credibility. Social Implications Masstige brands should focus on enhancing financial and functional value, maintaining brand familiarity, and aligning products with consumer identity and lifestyle. Practical Implications Strengthening brand familiarity and value perception can promote informed and confident consumption, enhancing overall consumer satisfaction and brand loyalty.