'Masstige'marketing: A review, synthesis and research agenda
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 …
analyzes the evolution of the'masstige strategy'with a focus on how this phenomenon …
Marketing in emerging markets: A review, theoretical synthesis and extension
J Paul - International Journal of Emerging Markets, 2020 - emerald.com
Purpose The purpose of this paper is to provide an overview of theoretical models and
studies dealing with the international marketing strategies in emerging markets and provides …
studies dealing with the international marketing strategies in emerging markets and provides …
Celebrity endorsement and brand passion among air travelers: Theory and evidence
The influence of brand characteristics on a consumer passion for a brand is firmly
established in the literature. However, celebrity endorsers influence to the formation of brand …
established in the literature. However, celebrity endorsers influence to the formation of brand …
Experience and attitude towards luxury brands consumption in an emerging market
Purpose Conventionally, consumers perceive luxury products as a means of displaying their
wealth and prosperity. Consumption of luxury products has usually been considered the …
wealth and prosperity. Consumption of luxury products has usually been considered the …
Integrating intrinsic motivation into the relationship between product design and brand attachment: A cross-cultural investigation based on self-determination theory
Previous marketing investigations have broadly predicted brand attachment by linking
extrinsic motives. However, intrinsic motives of attachment have been surprisingly …
extrinsic motives. However, intrinsic motives of attachment have been surprisingly …
Does loyalty matter? Impact of brand loyalty and sales promotion on brand equity
Brand Equity erosion due to non-consumer franchise building (non-CFB) sales promotions
have been a recurring theme in extant literature. However, the disproportionate increase in …
have been a recurring theme in extant literature. However, the disproportionate increase in …
Application of'masstige'theory and approaches for the marketing of smartphone brands in India
'Masstige'is term emerged in the early years of the present century as an answer to the
question-how the organisations are planning to penetrate in the emerging economies?'Mass …
question-how the organisations are planning to penetrate in the emerging economies?'Mass …
An equity theory perspective of online group buying
WM Lim - Journal of Retailing and Consumer Services, 2020 - Elsevier
This article presents a purchase equity model for online group buying (OGB) to examine the
antecedents and consequences of OGB behavior. The study tests 458 usable responses …
antecedents and consequences of OGB behavior. The study tests 458 usable responses …
The symbolic meaning of luxury-lite fashion brands among younger Chinese consumers
Y Wang, F Qiao - Journal of Fashion Marketing and Management: An …, 2020 - emerald.com
Purpose The purpose of this study is uncovering the connotative and symbolic meaning of
“luxury-lite brands”[轻奢]. Design/methodology/approach Applying mixed methods, this study …
“luxury-lite brands”[轻奢]. Design/methodology/approach Applying mixed methods, this study …
Brand placement in a movie song and its impact on brand equity
R Srivastava - Journal of Promotion Management, 2020 - Taylor & Francis
The article aims to find out the impact of brand name used in the movie song lyrics on its
brand equity, consumer attitude, and brand personality. It is a primary research, which …
brand equity, consumer attitude, and brand personality. It is a primary research, which …