Antecedents and outcomes of masstige value: A multidimensional approach

The purpose of this study is to explore and discuss the concept of masstige. The authors present taxonomy of the main antecedents and outcomes of masstige value and empirically assess our model. A survey design using cross-sectional primary data from 500 Pakistani Titan wristwatch consumers was used. Hypotheses related to antecedents and outcomes of masstige value were tested by means of structural equation modeling. Findings show that masstige value is triggered by five antecedents (intrinsic motivation, extrinsic motivation, social motivation, actual self-concept, ideal self-concept) and leads to five behavioral outcomes (cognitive attitude, affective attitude, conative attitude, attitudinal loyalty, behavioral loyalty). This paper explores and outlines theoretically and empirically the antecedents and outcomes of masstige value. It also provides a useful taxonomy of masstige value.