The Effects of Brand Logo and Word of Mouth on Consumers' Purchase Intentions of Masstige Brands

ABSTRACT Masstige brands (MBs) bridge the gap between traditional luxury brands (TLBs) and mass market brands (MMBs), constituting a rapidly growing market segment. While prior research has examined the effects of brand logo and word of mouth (WOM) on TLBs and MMBs, their impact on MBs remains underexplored. This study investigates how logo presence and WOM valence influence purchase intentions of MBs. Across three studies, we find that both logo presence and positive WOM significantly enhance purchase intentions for MBs. Furthermore, the effect of logo presence for MBs is comparable to that for TLBs and significantly stronger than for MMBs, driven by differences in social value signaling. The impact of attribute‐based WOM valence remains stable for MMBs but becomes attenuated for TLBs, reflecting differences in functional value sensitivity. In contrast, experience‐based WOM valence exerts a consistent influence across MBs, MMBs, and TLBs, highlighting the universal role of emotional value. These findings clarify value structures in the MB context, extend the literature on logos and WOM, and provide practical insights for managers to design strategies that leverage MBs' position between MMBs and TLBs.