Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Paul, Justin; Alagarsamy, Subburaj; Mehrolia, Sangeeta Title A name given to the resource Masstige consumption in the emerging market: mediating effects of brand happiness and moderating role of age Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived International Journal of Emerging Markets;pp.1-21 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/IJOEM-04-2025-0762" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/IJOEM-04-2025-0762</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105024905183?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105024905183?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Paul J., Graduate School of Business, University of Puerto Rico, San Juan, Puerto Rico, United States, Korea University Business School, Seoul, South Korea, Corvinus Institute of Advanced Studies, Corvinus University of Budapest, Budapest, Hungary; Alagarsamy S., Manipal Business School, Manipal Academy of Higher EducationDubai Campus, International Academic City, United Arab Emirates; Mehrolia S., School of Business and Management, Christ University, Bengaluru, India Description An account of the resource Purpose This study investigates how Indian consumers evaluate local and foreign cosmetic brands, focusing on brand prestige, loyalty and evangelism. It explores brand happiness as a mediating variable and age as a moderating factor within the masstige consumption context in an emerging market. Design/methodology/approach A two-phase empirical approach was adopted. Phase 1 involved a comparative analysis of marketing strategies across Lakmand international brands (MAC, L'Orl Paris, and Maybelline) using a total sample of 573 female consumers. In Phase 2, only the high masstige brands (MAC and L'Orl Paris) were retained, and responses from 244 participants were analyzed using structural equation modeling to examine the mediating role of brand happiness and the moderating effect of age. Findings Indian consumers perceive foreign brands like MAC and L'Orl Paris as masstige brands. Masstige brand consumption significantly enhances brand happiness and brand loyalty, while its influence on brand evangelism is fully mediated through brand happiness and brand loyalty. Brand happiness partially mediates the relationship between masstige consumption and brand loyalty, and also indirectly affects brand evangelism through brand loyalty. Age weakens the effect of masstige consumption on loyalty but strengthens the effects of brand happiness on loyalty and brand loyalty on evangelism. Originality/value This study extends masstige marketing literature by integrating emotional (brand happiness) and demographic (age) variables into the brand prestigeloyaltyevangelism framework. It offers practical insights for global and local brands aiming to enhance consumer engagement in emerging markets through differentiated brand strategies. 2025 Emerald Publishing Limited Subject The topic of the resource Brand evangelism; Brand happiness; Brand loyalty; Masstige marketing; Moderated mediation analysis Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 17468809; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online