This study explores two burgeoning aspects of marketing research; inspiration and engagement, in the context of mass-prestige brands; that is those brands that position themselves among middle-income people on the plank of mass-prestige by maintaining premium feeling at an attainable price. Specifically, it examines the role of desire and perceived value in activating masstige inspiration and shaping masstige engagement. In addition, it investigates whether the transition from inspiration to masstige engagement varies based on need for uniqueness tendencies. Following a survey method, responses were obtained from 396 (354 usable) masstige (car) luxury buyers in India using a structured questionnaire. Covariance-based Structural equation modelling (SEM) was used to test the direct and mediation hypotheses, while moderation hypotheses were checked using multi-group SEM. The study indicates that affective desire (discomfort, pleasure and guilt), but not cognitive (control) and perceive value (functional value, emotional value and social value), shapes consumers’ masstige engagement (cognitive, affective and behavioural). Affective desire and perceived value activates masstige inspiration (“inspired byi”) leading to masstige intention (inspired to) and finally masstige engagement. Creative choice counter conformity as uniqueness tendency strengthens the effect of masstige intention (inspired to) on masstige engagement but not unpopular and avoidance of similarity uniqueness tendencies. Study findings will significantly strengthen engagement and inspiration literature in general and masstige in particular besides providing input to the marketers in shaping masstige branding and communication strategies.

中文翻译：

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启发和参与：在参与中解码 MASSTIGE 价值

本研究探讨了营销研究的两个新兴方面；在大众声望品牌的背景下，灵感和参与；那是那些通过以可达到的价格保持优质感觉，将自己定位于中等收入人群的品牌。具体来说，它考察了欲望和感知价值在激活大众灵感和塑造大众参与中的作用. 此外，它还调查了从灵感到大众参与的转变是否会根据对独特性趋势的需求而变化。按照调查方法，使用结构化问卷从印度 396 名（354 名可用）大众（汽车）奢侈品购买者那里获得了答复。使用基于协方差的结构方程模型 (SEM) 来检验直接假设和中介假设，而使用多组 SEM 检查调节假设。该研究表明，情感欲望（不适、快乐和内疚），而不是认知（控制）和感知价值（功能价值、情感价值和社会价值），塑造了消费者的大众参与（认知、情感和行为）。情感欲望和感知价值激活大众灵感（“ inspired byi”）导致大众化意图（启发）并最终实现大众化参与。创造性选择与一致性相反，因为独特性倾向增强了大众化意图（受启发）对大众化参与的影响，但并非不受欢迎，并避免了相似性独特性倾向。除了为营销人员制定大众品牌和传播策略提供投入之外，研究结果将显着加强整体的参与度和灵感文献，尤其是大众品牌。