Linking Perceived Brand Authenticity, Consumption Values, and Social Media Marketing on Consumer Inspiration to Purchase Masstige Fashion Brands

Abstract

The consumption of luxury is a trend in emerging economies, created mainly by the middle-income class searching for enhanced personal reputation through the consumption of ‘new luxury’ called ‘masstige’. This study examines the impact of perceived brand authenticity, consumption values (i.e., functional values, symbolic values, and experiential values), and social media marketing on consumer inspiration to purchase masstige fashion brands in Pakistan. Data was gathered from 300 middle-income working women (fashion consumers) in Pakistan and was analysed using the partial least squares-structural equation modelling (PLS-SEM). The results reveal that symbolic values are the strongest predictor of consumer inspiration to purchase masstige fashion brands, followed by social media marketing and experiential values. Masstige fashion consumers are inspired by its symbolic aspects, conveying messages about prestige, success, self-expression and social status. In addition, they are inspired by the social media marketing of these brands through the posts they publish, the sharing of brand information with others, and the showcasing of brand opinions. This platform keeps consumers updated with recent information. Further, the consumer experiential values are seen to be inspirational towards masstige fashion since consumers find their purchases pleasurable, having sensory appeal, being aesthetically superior and offering the desired experience. Masstige fashion retailers and brand managers should prioritise symbolic elements when devising strategies to inspire working women to purchase masstige fashion brands as such concentration will potentially lead to increased profits, satisfaction and loyalty.