The dynamic nature of global consumer behaviour has positioned masstige brands as vital players in contemporary markets, warranting rigorous examination. This research advances our understanding of the interplay between culture and consumer interactions with masstige brands, particularly within the hospitality sector. By employing expectancy value theory, the study elucidates the roles of brand identification, engagement, prestige, and trust in shaping consumer experiences. Utilising structural equation modelling across two culturally distinct contexts (N = 953), demonstrating the relative importance of brand identification and trust in India (Study 1) and the significance of prestige and engagement in the United Arab Emirates (Study 2). The findings suggest the moderation of culture in shaping the masstige brand experience in the hospitality sector in both countries. This study contributes to the masstige literature from the lens of the hospitality sector and offers various practical implications for brand managers.

中文翻译：

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东方与中东的交汇：揭示酒店业大众品牌体验的文化驱动因素

全球消费者行为的动态性质使大众品牌成为当代市场的重要参与者，需要进行严格的审查。这项研究促进了我们对文化和消费者与大众品牌互动之间相互作用的理解，尤其是在酒店业。通过采用期望价值理论，该研究阐明了品牌识别、参与度、声望和信任在塑造消费者体验中的作用。在两种不同的文化背景下利用结构方程模型 （N = 953），展示了品牌识别和信任在印度的相对重要性（研究 1），以及声望和参与度在阿拉伯联合酋长国的重要性（研究 2）。研究结果表明，在这两个国家，文化在塑造酒店业的大众品牌体验方面存在节制。本研究从酒店业的角度为大众文献做出了贡献，并为品牌经理提供了各种实际意义。