Masstige in the Hospitality Sector: An Empirical Study on Consumer Intentions and Emotional Drivers

Articles in Press

Document Type : Research Paper

Authors

1 Department of Management & Commerce, The NorthCap University, Gurugram

2 Department of Management & Commerce, The NorthCap University, Gurugram, Haryana, India

10.22059/ijms.2026.398260.677776

Abstract

Masstige‍‌‍‍‌‍‌‍‍‌ represents a different type of luxury consumption that blends the mass and prestige features. Luxury brands target consumers through masstige marketing that combines status, exclusivity, and price affordability. Despite research on masstige consumption has increased in the past, major studies still focus on products, leaving service contexts untouched. This study addresses these gaps by combining cognitive, social, and affective drivers to explain consumers’ intentions to use masstige hotels. Data was collected from a target population of Delhi NCR, a total of 717 respondents were targeted through purposive, non-probability sampling by using online and offline channels. Finally, for the study a total of 296 valid responses were analyzed using SmartPLS 4. Findings show that TPB constructs significantly influences positive anticipated emotions and intention. Further, positive anticipated emotions also have a strong and significant impact on intention. Finally, it was shown that positive anticipated emotions partially mediated the relationship between TPB constructs and intentions towards masstige hotels. The results suggest that hospitality managers can enhance consumer intention by fostering positive emotional expectations, leveraging social cues, and reducing procedural barriers across the service experience.

Keywords

Main Subjects

Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 31 May 2026

Files

Share

How to cite

Statistics