As the term masstige has only recently emerged, the literature on masstige branding and
marketing remains relatively limited. More research is needed to understand better the …

In the 21st century, luxury marketing increasingly utilizes “masstige marketing” as a strategic
approach. This approach combines luxury and mass brands and targets middle‐class …

Purpose The purpose of this study is to explore the comparative effects of mainstream
celebrities and social media influencers on consumer advocacy and relationship intentions …

Concerns over the carbon footprint resulting from the manufacturing, usage and disposal of
hardware have been growing. The right-to-repair legislation was introduced to promote …

This study analyzes the literature available on consumer luxury consumption and the
marketing of luxury products during the COVID‐19 pandemic. The Scopus database was …

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 …

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 …

Luxury value perception is a well‐researched, yet fragmented domain. Extant research
reports several dimensions of luxury value perception, where different investigations identify …

Masstige marketing has attained significant consideration in recent times as a theoretically
essential and practically applicable notion. Masstige's strategy includes all those actions …

This study examines the complex relationship between celebrity endorsements and
customers' purchasing intentions by focusing on the fashion sector. This study tries to …