Purpose Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures. Design/methodology/approach This study used a sample comprising 342 Indian and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data. Findings The results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly, the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian customers than for Canadian customers. Research limitations/implications This study addresses an important literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands. It offers key theoretical and practical implications for masstige marketing. Practical implications Identifying differential effects among Indian and Canadian customers provides a foundation for tailoring marketing approaches in the masstige sector. Originality/value This study addresses a critical literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands, offering key theoretical and practical implications for masstige marketing.
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