Consumer (brand) happiness of premium fashion brands and value consciousness: The case of clothing and footwear for Gen X and Gen Z as shoppers via digital platforms

This article explores consumer behavior when buying premium fashion brands like clothing and shoes to display their social status via digital platforms, which established a correlation between “masstige” (mass prestige) and brand satisfaction, and how one’s social self-ideal and self-awareness affect this connection, this study will scrutinize the shopping tendencies of two generations of consumers: Gen Z and Gen X, both known for being discerning shoppers. We received 607 responses, and 347 were completed by consumers who use gamified mobile apps on digital platforms to purchase high-end fashion brands to showcase their social status. This study is exceptional in exploring (1) how consumers experience using mass premium brands that offer prestige and (2) how different generations pursue this value. The article provides interesting theoretical and managerial implications to marketing analytics and societal implications of high interest for marketing academia and marketing managers.