Driven and Involved: Measuring the Impact of Masstige Marketing Drivers on Customer Engagement

Commerce

The present research attempts to measure the impact of all drivers of masstige marketing on customer engagement in fashion brands. The research design of the current study is descriptive. The study focuses on personal luxury fashion goods i.e. apparel and accessories. The data was collected via questionnaire which was developed with the aid of a literature review. The sample respondents of the study are the shoppers of Mall specifically- “DLF Promenade and Select Citywalk” in New Delhi because these malls have masstige brands. Mall – intercept method has been utilized in order to collect the data from the respondents. Under this method the shoppers who shop from these selected malls were surveyed. The sample size of the research is 500. A purposive sampling method has been used to collect the responses. To analyze the collected data Correlation and Multiple Regression Analysis has been employed. From the findings, it is evident that masstige marketing can significantly impact customer engagement by leveraging aspirational appeal, emotional connections, and community building. Brands that effectively utilize these drivers can enhance brand loyalty, advocacy, and customer lifetime value. The findings recommended that masstige brands should focus on maintaining a balance between perceived luxury and affordability, appealing to consumers' aspirations without alienating them with high prices.

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