Inspired and engaged: Decoding MASSTIGE value in engagement

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...