This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

Brand love is an often ignored, yet important dimension in consumer-brand relationships.
Especially consumer-brand relationships with masstige brands that are hedonic and …

Grounded on the Masstige theory, this study examines the direct and indirect impact of Mass
Prestige of a Brand (MPB), Brand Perception (BP), and Propensity to Pay the Premium …

This paper explores whether mass prestige (masstige) campaigns, providing luxury and
exclusivity for the masses, influence sentiments and attitude toward the brand among …

The market for luxury is no longer exclusive to the affluent society and the prevalence of
conspicuous consumption among the mass society is a testament to the rise of mass …

Masstige marketing could be attractive to luxury brands to reach a wider market, though
success is difficult. This study proposes co-branding as an alternative strategy for luxury …

It has been a challenge to map the efficacy of marketing communications in building
stronger brands on social media. Given the paucity of research in this area, the present …

Purpose This study aims to investigate consumer ethnocentrism and determine its impact on
actual purchasing behavior in relation to six product categories. It also examines the role of …

This study explores two burgeoning aspects of marketing research; inspiration and
engagement, in the context of mass‐prestige brands; that is those brands that position …

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