Environmental concerns in brand love and hate: an emerging market’s purview of masstige consumers

What is it about?

The purpose of this study is to explore and empirically validate the concepts of brand love and hate for masstige fashion brands. This study deciphers three components of masstige fashion brand promise through the lens of hedonic identity, uniqueness and expected social gains for the affluent middle-class consumers. This model is complemented by the impact of environmental and society’s well-being. Findings show that fashion brand love is triggered by consumers’ hedonic identity and expected social gains. Brand hate is fueled by environmental and societal well-being concerns in addition to expected social gains and consumers striving for uniqueness.

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