Consumption of masstige brands has emerged as an important research domain. This study
investigates the key determinants, mediators, and consequences of masstige brands as they …

Despite the call in literature, the masstige brands in the service industry remain unexplored
exposing an important literature gap. This study employed the masstige theory to explore …

This study is an attempt to advance the theory of masstige marketing by conceptualizing the
masstige buying behavior. The masstige theory is in the infancy stage, with little …

This study provides a basis for market research for a deeper understanding of the masstige
by segmenting the market according to the multi-dimensional consumption value and by …

Consumers prefer brands that provide them with symbolic meaning, and they use them to
enhance their self‐esteem and develop their status and personal images. Self‐esteem is an …

Luxury brands are increasingly targeting the middle class through 'masstige marketing'as
the trendy business opportunity,'which combines luxury and mass appeal. This strategy aims …

Rising income and the aspirations of the middle-class have resulted in the emergence of a
new category of luxury brands popularly known as “masstige brands”. Researchers have …

An increasing middle-class segment, eager to trade up in product qualities and consumption
behavior, is causing a paradigmatic change in how traditional luxury consumers ascribe …

The present research investigates how masstige strategies affect consumers' attitudes
toward masstige and their intention to purchase masstige brands. An exploratory qualitative …

Drawing on masstige theory, theory of consumption values, and generational cohort theory,
we examine whether product design influences masstige brand passion (MBP). We also …