Masstige model: a multi-industry validation and extension

Purpose
The study aims to extend, validate and operationalize the masstige mean score scale (MMSS) as a second-order reflective construct, applicable across multiple industries.

Design/methodology/approach
A survey-based research design was used, collecting data from 996 respondents across three industry categories in the UAE. The study applied a two-stage multivariate analysis using confirmatory factor analysis (CFA) to assess the model's validity and reliability. First, a first-order CFA was conducted to establish convergent and discriminant validity of the four constructs. Then, a second-order CFA was performed to validate the masstige measurement model. Measurement invariance tests were conducted across industries to determine whether the masstige model holds consistent meaning across different product categories.

Findings
Results confirm a four-factor masstige model comprising brand knowledge and prestige, perceived quality, excitement and status, and the newly introduced premium service dimension. The addition of Premium Service capturing after-sales experience, salesperson expertise and service environment significantly enhances the model’s explanatory power and reflects the growing importance of experiential and relational value in brand prestige.

Practical implications
This study provides a validated four-factor masstige measurement model that enables brand managers to refine their marketing strategies, enhance customer experience through Premium Services, optimize industry-specific branding approaches and track masstige performance over time to drive brand equity and consumer loyalty.

Originality/value
By introducing Premium Service as a theoretical extension to the MMSS, this study advances masstige research from a product-centric towards a holistic, experience-based framework. It offers the first cross-industry validation of a second-order masstige measurement model, thereby contributing to both brand management theory and practice.