Measuring The Impact of Consumer-Based Brand Variables On Attitude Towards Global Masstige Brands: A PLS-SEM Approach

Abstract

This paper aims to explore the influence of brand attachment, engagement, and judgment on attitude towards masstige brands, i.e., Starbucks and Costa Coffee. Additionally, the researchers investigate the masstige brand and masstige value by using MMSS. In doing so, the researchers have collected 255 samples through structured questionnaires from high-density cities in India. Moreover, the collected data was analysed using Smart-PLS-4. Thus, the results show that all the hypotheses were supported. Therefore, researchers should build upon these findings and investigate additional variables to enhance our comprehension of consumers’ attitudes in the context of masstige brands.