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 …

Purpose Despite the growing interest by scholars, practitioners and public policymakers,
there are still divergent and fragmented conceptualizations of nation branding as the field is …

This study explores the evolution of Marketing 4.0 and empirically examines its impact on
customer satisfaction and purchase intention. Marketing 4.0, an upgrade to the previous …

Consumer–brand relationships are witnessing a tremendous upheaval from the past few
years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that …

The marketing literature is replete with the repeated use of traditional theories of behaviour,
such as 'the consumer decision model,'the 'theory of buyer behaviour,'the 'theory of …

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 …

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 …

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

The purpose of this article is to reconceptualize the term “masstige”(Mass Prestige)
marketing, develop a masstige model for brand management, and extend the use of the …

Happiness has been topic of research since ancient times. This study explores the theory of
consumer happiness grounded in the tenets of mass prestige (Masstige), self …