Exploring the antecedents of masstige purchase behaviour among different generations

Abstract The present study proposes the conceptual model, which traces role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on intention to purchase masstige brands tests it for moderating generational cohort membership (X-ers, Y-ers, Z-ers). To explore relationship between variables interest, we used a quantitative survey-based research design emphasised single product category – consumer electronics Apple. online survey questionnaire was developed Google platform distributed among residents Bosnia Herzegovina using snowball sampling technique. In end, received 354 usable responses. We structural equation modelling multigroup analysis test proposed model. Our findings suggest that quality consciousness is most significant predictor intentions buy brand, followed by equity. Also, our results indicate relationships independent (consumer-based overall value) dependent (intention brand) are contingent differences. deepens scholarly understanding consumption contributes theoretical notion generation theory in context consumption.