‘Masstige’ marketing: A review, synthesis and research agenda

Volume: 113, Pages: 384 - 398
Published: May 1, 2020
Abstract
null null This article reviews the literature on Mass Prestige (Masstige) based marketing and analyzes the evolution of the 'masstige strategy' with a focus on how this phenomenon evolved from conventional way of marketing premium brands. We synthesise the findings of prior studies, analyse different dimensions, identify research gaps, call for using existing measures like Masstige Mean Score Scale (MMSS) and develop new measures which would...
Paper Details
Title
‘Masstige’ marketing: A review, synthesis and research agenda
Published Date
May 1, 2020
Volume
113
Pages
384 - 398
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