Constructing Consumer-Masstige brand relationships in a volatile social reality

This article conceptualises how consumers construct their relationships with masstige brands. Drawing on a two-stage methodology of consumer interviews and online content analysis brands’ social media pages, we offer innovative insight into navigate consumer-masstige brand (CMBRs). We present CMBRs as multiple, dynamic capricious relationships, departing from the view enduring monogamous marriages. The unique symbolic nature more central role brands in consumers’ identity projects, make intense transient. findings illustrate that ‘masstige’ status is continually negotiated within complex web on– off-line dialogues between multiple actors (the consumer, brand, other (masstige, low/middle market luxury)). Consumers expect to be responsive needs. marketers collaborators enablers projects therefore CMBRs.