Purpose: This study proposed consumers`` subjective knowledge and prestige sensitivity as the antecedents of self-determination in an environment where they accepted certain brands and supported autonomy and examined causal relations among the concepts. Also, outcome variables of self-determination were composed of satisfaction and brand loyalty. Research design, data, and methodology: The scope of subject brands for empirical research was restricted to masstige brands based on previous studies and the preliminary study. The survey sample was limited to college students and office workers in their twenties or thirties by convenience sampling method of investigation. Results: First, consumers`` self-determination could be categorized into external, introjected, identified, and integrated regulation. Second, consumers`` subjective knowledge had positive (+) impacts on some(integrated and identified regulation) of self-determination. Third, prestige sensitivity had positive (+) effects on integrated, introjected, and external regulation of self-determination. Fourth, consumers`` self-determination had partial positive (+) influences on emotional satisfaction and cognitive satisfaction. Finally, both emotional and cognitive satisfaction with brands had positive (+) impacts on brand loyalty. Conclusions: Those findings showed that corporations should provide consumers with the right information about their brands and respected their decision-making based on autonomy. The findings also implied that corporations need to seek after marketing strategies that divide satisfaction into emotion- and cognition-based satisfaction and segment the market in order to strengthen brand loyalty.