As the term masstige has only recently emerged, the literature on masstige branding and marketing remains relatively limited. More research is needed to understand better the distinct profiles of masstige and luxury buyers, their perceived luxury values and purchasing motives. Our study, involving 601 UK consumers, aims to address this gap. Based on consumers' self-reported prior experiences with masstige and luxury brands, we identify four distinct consumer segments: Premium luxury Buyers, Masstige Buyers, Buyers of Both Premium luxury and Masstige, and Non-luxury buyers who have not previously purchased either Premium luxury or Masstige brands. We then explore each segment's socio-demographic profiles, their luxury value perceptions, and how these values influence their purchase intentions. Individuals across diverse income levels, spanning low, middle, and high, fall into four distinct segments with unique luxury perceptions. Premium luxury buyers are characterized as socially oriented perfectionists, while masstige buyers align with hedonic materialism. Buyers of both seek self-distinction. Non-luxury buyers spire for group conformity, prioritizing experiential enjoyment when given the opportunity. Furthermore, our study offers a practical value-based positioning framework and a roadmap for brands looking to expand their target markets. This framework can be a valuable resource for luxury marketers seeking to refine their positioning and better align with the values that resonate with their target audiences.

中文翻译：

---

Masstige 买家：个人资料、感知的奢侈品价值和购买意向

由于大众化一词最近才出现，有关大众化品牌和营销的文献仍然相对有限。需要更多的研究来更好地了解大众和奢侈品买家的不同特征、他们所感知的奢侈品价值和购买动机。我们的研究涉及 601 名英国消费者，旨在解决这一差距。根据消费者自我报告的大众品牌和奢侈品牌的过往体验，我们确定了四个不同的消费者群体：高端奢侈品买家、大众奢侈品买家、高端奢侈品和大众奢侈品的买家，以及之前从未购买过高端奢侈品的非奢侈品买家或 Masstige 品牌。然后，我们探讨每个细分市场的社会人口特征、他们的奢侈品价值观念，以及这些价值观如何影响他们的购买意图。不同收入水平（低、中、高）的个人分为四个不同的群体，具有独特的奢华观念。高端奢侈品买家被描述为以社会为导向的完美主义者，而大众买家则倾向于享乐主义。两者的买家都寻求自我区分。非奢侈品买家渴望群体整合，一旦有机会就会优先考虑体验式享受。此外，我们的研究为寻求扩大目标市场的品牌提供了一个实用的基于价值的定位框架和路线图。对于寻求完善定位并更好地符合与目标受众产生共鸣的价值观的奢侈品营销人员来说，该框架可以成为宝贵的资源。