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Unveiling the complex dynamics of masstige and social value: effects on loyalty and interplay with attitudes

Author

Listed:
  • Muhammad Abdul Rauf Shah

    (COMSATS University)

  • Muhammad Kamran

    (Collegium Civitas)

  • Tahir Mumtaz Awan

    (COMSATS University
    University of Witwatersrand)

  • Aamir Zubair Shah
  • Mudassira Sarfraz

    (Collegium Civitas)

Abstract

This study investigates the complex dynamics of consumer-brand relationships by examining the influence of masstige and social value on attitudinal and behavioral loyalty. Drawing on a comprehensive theoretical framework, current study employs a quantitative technique to evaluate the preferences and behaviors of diverse consumer groups, using data collected from a sample of 400 Pakistani Yamaha heavy-bike consumers via an online survey. Using the PLS-SEM technique to analyze the model, this study provides valuable insights into how brand values shape consumer loyalty, offering a deeper understanding of consumer-brand relationships. This study explores the mediating roles of cognitive, affective, and conative attitudes, interpreting how these mechanisms bridge the gap between brand values and consumer loyalty while augmenting our understanding of how brands are positioned in the minds of consumers. This study adds to the literature by aiming to provide a holistic analysis of the relationships between brand values, loyalty, and attitudes and further contributes to the evolving literature of consumer behavior research.

Suggested Citation

  • Muhammad Abdul Rauf Shah & Muhammad Kamran & Tahir Mumtaz Awan & Aamir Zubair Shah & Mudassira Sarfraz, 2025. "Unveiling the complex dynamics of masstige and social value: effects on loyalty and interplay with attitudes," Quality & Quantity: International Journal of Methodology, Springer, vol. 59(3), pages 2285-2308, June.
    • Handle: RePEc:spr:qualqt:v:59:y:2025:i:3:d:10.1007_s11135-025-02070-5
    DOI: 10.1007/s11135-025-02070-5
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