Masstige marketing is a strategic word for market penetration for premium but reachable products based on brand equity, trying to develop brand awareness, likability, affection and attachment. Hence, masstige scale may allow firms to measure brand equity to derive insights into the popularity of their brands. However, there is no empirical evidence available to test whether these scales are related measures of brand equity and, at the same time, independent measures, respectively. This study investigates whether the masstige scale and multidimensional consumer-based brand equity scale measure the same constructs. A total of 493 participants evaluated four different athletic shoe brands. The multi-trait, multimethod and confirmatory factor analyses suggested that the masstige scale may be a viable alternative to consumer-based brand equity and masstige value. We discuss the implications and provide directions for future research derived from our findings.

中文翻译：

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Masstige 量表：衡量品牌资产的替代方案

Masstige 营销是一个战略术语，指的是基于品牌资产的优质但可触及的产品的市场渗透，试图提高品牌知名度、喜爱度、喜爱度和依恋度。因此，大众规模可以让公司衡量品牌资产，以深入了解其品牌的受欢迎程度。然而，没有可用的经验证据来检验这些量表是否分别是品牌资产的相关衡量标准，同时又是独立的衡量标准。本研究调查了大众量表和基于消费者的多维品牌资产量表是否衡量相同的结构。共有 493 名参与者评估了四个不同的运动鞋品牌。多特征、多方法和验证性因素分析表明，大众化量表可能是基于消费者的品牌资产和大众化价值的可行替代方案。我们讨论了其影响，并根据我们的发现为未来的研究提供了方向。