Academic literature retains a dearth of empirical evidence of the cutting-edge aspect of
artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite …

The significant growth of luxury products and services and their marketing in the last three
decades has fueled substantial research interest among scholars and practitioners …

Prior studies have mostly concentrated on consumers' intentions to purchase luxury brands,
and research on luxury consumers' repurchase intentions is limited. In this study, we identify …

The marketing term 'masstige'is a hybrid of the words 'mass' and 'prestige'and is used to
describe 'luxury for the masses' or 'prestige for the masses.'These products can be …

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 proposes that the interaction effect of brand personality fit and product category fit
will influence perceived masstige under a co-branding context. When product category fit is …

Purpose This study aims to investigate the role of middle-class consumers' need for
uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration …

Purpose This study aims to focus on proposing and empirically validating a model that
captures certain critical socio-psychological factors that nurture consumers' attitude towards …

Coinciding with the rising development of emerging markets, sustainable consumption
practices in these markets are increasingly under scrutiny. In this context, we compare …

Channel intermediaries (hereafter, intermediaries) are among the most critical elements of
any supply chain as the bulk of manufacturing output is transported through them. However …