Vol.:(0123456789) Quality & Quantity https://doi.org/10.1007/s11135-025-02070-5 Unveiling the complex dynamics of masstige and social value: effects on loyalty and interplay with attitudes Muhammad Abdul Rauf Shah 1  · Muhammad Kamran 2  · Tahir Mumtaz Awan 1,4  · Aamir Zubair Shah 3  · Mudassira Sarfraz 2 Accepted: 24 January 2025 © The Author(s), under exclusive licence to Springer Nature B.V. 2025 Abstract This study investigates the complex dynamics of consumer-brand relationships by examin- ing the influence of masstige and social value on attitudinal and behavioral loyalty. Draw- ing on a comprehensive theoretical framework, current study employs a quantitative tech- nique to evaluate the preferences and behaviors of diverse consumer groups, using data collected from a sample of 400 Pakistani Yamaha heavy-bike consumers via an online survey. Using the PLS-SEM technique to analyze the model, this study provides valuable insights into how brand values shape consumer loyalty, offering a deeper understanding of consumer-brand relationships. This study explores the mediating roles of cognitive, affec- tive, and conative attitudes, interpreting how these mechanisms bridge the gap between brand values and consumer loyalty while augmenting our understanding of how brands are positioned in the minds of consumers. This study adds to the literature by aiming to pro- vide a holistic analysis of the relationships between brand values, loyalty, and attitudes and further contributes to the evolving literature of consumer behavior research. Keywords Masstige value · Social value · Cognitive attitude · Affective attitude · Conative attitude · Attitudinal loyalty · Behavioral loyalty * Mudassira Sarfraz msarfraz@civitas.edu.pl Muhammad Abdul Rauf Shah maraufshah@gmail.com Muhammad Kamran mkamran@civitas.edu.pl Tahir Mumtaz Awan tahir_mumtaz@comsats.edu.pk 1 Department of Management Sciences, COMSATS University, Park Road, Tarlai Kalan, Islamabad, Pakistan 2 Faculty of Management, Collegium Civitas, Warsaw, Poland 3 Lahore, Pakistan 4 School of Business Sciences, University of Witwatersrand, Johannesburg, South Africa