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Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures.

This study used a sample comprising 342 Indian and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data.

The results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly, the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian customers than for Canadian customers.

This study addresses an important literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands. It offers key theoretical and practical implications for masstige marketing.

Identifying differential effects among Indian and Canadian customers provides a foundation for tailoring marketing approaches in the masstige sector.

This study addresses a critical literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands, offering key theoretical and practical implications for masstige marketing.

This study aims to test the empirical Islamic bank customer loyalty model with the perspective of mosques as customers.

The type of research used is quantitative to collect data from mosque customers; 93 questionnaires were analyzed using partial least square-structural equation modeling.

This research found a significant relationship between service quality and perceived value, service quality and brand image, perceived value and customer satisfaction, brand image and customer loyalty and customer satisfaction with brand image.

First, this study only collects data from certain organizations or communities so that further research can develop the model by adding several other communities or organizations. Second, this research does not include several other important variables that influence customer loyalty, such as product innovation and company capabilities.

Islamic bank customer loyalty models have been widely explored from the perspective of individual customers only. This research offers new attributes that influence customer loyalty models in the context of organizations or communities, namely, mosques.

This study aims to determine the factors that influence investors’ behavioral intentions in investing in green retail sukuk through the constructs offered by the extended pro-environmental planned behavior (PEPB) theory and adding several other constructs such as perceived benefit (PB), perceived risk (PR) and religious value (RV).

Non-probability sampling was used to collect data from 460 Muslims living on Java who had invested in green sukuk retail and had a basic understanding of it as an alternative Islamic investment instrument. PLS-SEM was used to test the data with SmartPLS 3.0.

Perceived authority support (PAS) and perceived environmental concern (PEC) positively and significantly affect attitude (AT), subjective norm (SN) and perceived behavioral control (PBC). This study also shows that SN, PBC, PB, PR and RV boost INT significantly. AT has a positive but insignificant effect.

This study has limitations from the demographic aspect of respondents who only accommodate respondents who are Muslim and live in Java Island.

This research suggests ways to socialize green sukuk investment to the public as potential investors by describing environmental benefits and how retail green sukuk can benefit investors and the environment. Competent parties who understand Islamic finance, and muamalah contracts can socialize beginner voters who do not understand the risks and rewards of green sukuk investments.

This research suggests ways to socialize green sukuk investment to the public as potential investors by describing environmental benefits and how retail green sukuk can benefit investors and the environment.

This study introduces environmental-based constructs PAS and PEC, which are infrequently used in research models that measure the intention to invest in green investment instruments like green sukuk. Additional constructions like PB, PR and RV enhance research results.