Shaping consumers' attitudes and influencing their consumption of masstige brands via
intrinsic and extrinsic motivation is an unexplored research area. By applying self …

This study focused on developing a new conceptual model of consumers' perceptions of—
and behaviours towards—masstige brands based on consumer‐brand relationship and …

Masstige marketing is a strategic word for market penetration for premium but reachable
products based on brand equity, trying to develop brand awareness, likability, affection and …

The primary research objective was to test the masstige model, which is a mechanism to
explain the relationship between symbolic value associated with a brand and brand …

Consumers must manage their experiences to achieve their goals. It is currently unclear how
masstige products are involved in these experiences. This study experimentally examines …

This study explores the relationship between old‐age stereotyping and older consumers'
masstige product consumption, specifically, their intention to purchase masstige brand …

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 …

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 aimed to explore the two aspects of the masstige mean score scale (MMSS) in the
mobile payment system (MPS) context. The aspects included measuring the masstige value …

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 …