摘要：The modern consumer has discovered the necessary practices in order to spend less while maintaining their consumer experiences without discriminating between physical and virtual stores (Blitz, 2016). This has resulted in interactions between communities, organizations, products and brands (Hollebeek Loureiro et al., 2018). This is especially true when talking about luxury clothing (Lenne & Vandenbosch, 2016). The issue lies not only in adopting new low-cost habits from sites and applications of collective purchases, but also consuming masstige products from digital platforms and physical stores. This neologism of luxury (a contraction of mass words, with prestige) for the masses, or mass prestige, defines products or services for consumers of accessible consumption (Silverstein & Fiske, 2003). Their prices are higher than those of mass-market products, but lower than those of old luxury brands. Coach, Miu Miu, Armani Exchange (Ko &Sung, 2015) and Dooney & Bourke (Vogel & Watchravesringkan, 2017) are examples of masstige brands.
