How Does the Co-branding of Fashion and Artists in a Masstige Way Influence Consumer Attitudes Toward the Fashion Brand?

Abstract

Co-branding in a masstige way has emerged as a popular brand strategy, believed to benefit both allied brands. While some fashion brands have already adopted this strategy, there needs to be more research on co-branding with artists in a masstige way. This study employs a quantitative research design using questionnaires to examine the viability of Joint Brand Evaluation, Brand Match Evaluation, Consumer Involvement level, and Single Brand Attitude. The analysis is grounded in psychological theories and the masstige theory. The findings indicate that brand culture and value positively affect fashion brands after collaborating with artists in a masstige way. However, this study does not find support for the effect of consumer involvement, and the status consumption effect is insignificant in this model. These results have important implications for brand managers seeking to select artists as partners for masstige co-branding and researchers interested in exploring this area.