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 …

This paper provides a systematic review of the current state of luxury research by mapping
the research landscape to identify key research clusters, publications, and journals that have …

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 …

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

Understanding how consumers experience luxury represents a challenge; despite the rapid
growth of luxury experiences over the past decade, luxury research remains focused on a …

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 …

This study contributes to literature on luxury in the sharing economy by holistically
examining new forms of luxury consumption which includes on-demand and the product …

Purpose This paper aims to the literature on negative consumer-brand relationships by
advancing knowledge on the key triggers of brand hate of global and prominent brands. It …

Discover the secrets to successful luxury brand management with this bestselling guide
written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and …

This paper examines the impact of a number of psychological factors on consumers'
propensity to engage in the “bandwagon” type of luxury consumption. It develops and …