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<p>Masstige consumption reflects consumers’ engagement with brands that combine elements of prestige with broad market accessibility. This study investigates the relationships between cultural orientations—cosmopolitanism, individualism, and collectivism—and masstige consumption within an emerging market context. A research survey measuring Levi’s fashion clothing brand customers in Pakistan used an online questionnaire to assess 1200 participants. The findings indicate that cultural orientations are associated with masstige consumption both directly and indirectly, with interpersonal influence and acculturation serving as explanatory mechanisms that translate cultural predispositions into consumption behavior. The study advances understanding of culturally driven masstige consumption and offers implications for marketing practice, policymaking, and future academic research.</p>

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Beyond borders: unraveling the cultural dynamics in masstige consumption

  • 期刊论文

  • 发表日期：

    2026年4月4日

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  • Muhammad Abdul Rauf Shah,
  • Aamir Zubair Shah,
  • Muhammad Kamran

摘要

Masstige consumption reflects consumers’ engagement with brands that combine elements of prestige with broad market accessibility. This study investigates the relationships between cultural orientations—cosmopolitanism, individualism, and collectivism—and masstige consumption within an emerging market context. A research survey measuring Levi’s fashion clothing brand customers in Pakistan used an online questionnaire to assess 1200 participants. The findings indicate that cultural orientations are associated with masstige consumption both directly and indirectly, with interpersonal influence and acculturation serving as explanatory mechanisms that translate cultural predispositions into consumption behavior. The study advances understanding of culturally driven masstige consumption and offers implications for marketing practice, policymaking, and future academic research.