This study explores two burgeoning aspects of marketing research; inspiration and engagement, in the context of mass‐prestige brands; that is those brands that position themselves among middle‐income people on the plank of mass‐prestige by maintaining premium feeling at an attainable price. Specifically, it examines the role of desire and perceived value in activating masstige inspiration and shaping masstige engagement. In addition, it investigates whether the transition from inspiration to masstige engagement varies based on need for uniqueness tendencies. Following a survey method, responses were obtained from 396 (354 usable) masstige (car) luxury buyers in India using a structured questionnaire. Covariance‐based Structural equation modelling (SEM) was used to test the direct and mediation hypotheses, while moderation hypotheses were checked using multi‐group SEM. The study indicates that affective desire (discomfort, pleasure and guilt), but not cognitive (control) and perceive value (functional value, emotional value and social value), shapes consumers’ masstige engagement (cognitive, affective and behavioural). Affective desire and perceived value activates masstige inspiration (“inspired byi”) leading to masstige intention (inspired to) and finally masstige engagement. Creative choice counter conformity as uniqueness tendency strengthens the effect of masstige intention (inspired to) on masstige engagement but not unpopular and avoidance of similarity uniqueness tendencies. Study findings will significantly strengthen engagement and inspiration literature in general and masstige in particular besides providing input to the marketers in shaping masstige branding and communication strategies.

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Purpose Collaborative consumption (CC), a unique business model, provides several monetary and non-monetary benefits to customers. Several adapted theory of planned behaviour (TPB)-based models were developed and tested to understand this consumption behaviour with the findings inconsistent and fragmented. Thus, this study aims to develop a general and consistent TPB model using a meta-analytic path analysis to better understand customers’ CC adoption behaviour. Design/methodology/approach Using 37 studies, a meta-analysis was performed adopting several analytical methods; bivariate analysis, moderation analysis and path analysis. Findings The universal TPB model shows that factors, that is, trust, attitude, perceived environmental responsibility and communication facilities, drive both perceived usefulness and CC. However, subjective norms, such as perceived behavioural control and emotional value, drive only perceived usefulness. Moderation analysis shows that the relationships between variables used in the proposed TPB model tends to vary depending on five moderators, that is, countries’ economic development level, type of CC, sample size, sample type and survey administration method. Research limitations/implications The consideration of only quantitative papers and papers written in English language in this meta-analysis may bias the study’s findings. Practical implications Based on the findings regarding important factors that consumers consider when adopting CC, this study provides insightful recommendations to companies facilitating CC. Originality/value By developing the universal TPB model, this study theoretically contributes to the TPB model, and by conducting the moderation test, the study contextually contributes to the TPB literature in the CC context.

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