Published Online:December 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM041225
DOI:10.71329/IUPJBRM/2025.22.4.56-74
Author Name:Vijil Vijayan, Anjela M Jossy and Riddhi Varma
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:56-74
The paper examines the role of brand engagement in the relationship between masstige marketing and brand evangelism among users of branded cosmetic products in Kerala. Adopting a quantitative cross-sectional design, data were collected from 663 respondents using a structured questionnaire based on validated scales and analyzed using regression-based mediation analysis with PROCESS Macro in IBM SPSS. The study examines whether masstige marketing directly influences brand evangelism and whether this relationship is mediated by brand engagement, while controlling for sociodemographic factors. The findings reveal that masstige marketing significantly enhances brand evangelism both directly and indirectly through brand engagement, indicating partial mediation. The results highlight brand engagement as a key psychological mechanism translating masstige perceptions into consumer advocacy and offer practical insights for developing engagement-driven masstige branding strategies in emotionally driven industries such as cosmetics.
Silverstein and Fiske (2003) introduced the concept of masstige to describe the growing trend of luxury brands targeting the expanding middle-class segment that seeks affordable prestige. Building on this foundation, Paul (2015) redefined masstige as a strategic marketing approach enabling medium and large-scale firms to achieve deeper market penetration by maintaining a delicate balance between exclusivity and accessibility.