... and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data. Findings The results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly...

...Urška Tuškej; Klement Podnar Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology...