In recent years, competition between brands have been linked to mass prestige associated
with the brands. Mass Prestige (Masstige) is very important to study, and yet it is a relatively …

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 …

'Masstige'is term emerged in the early years of the present century as an answer to the
question-how the organisations are planning to penetrate in the emerging economies?'Mass …

The notion of a brand's mass prestige ('masstige') has always been confined within the
contours of business-to-consumer (B2C) markets. This study is a pioneering attempt to …

Purpose This research article aims to understand the role of brand image, service quality
and price (charge) in revitalising functional mass brands into prestigious mass brands …

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 …

Purpose–“Masstige marketing” is considered as a market penetration strategy for medium
and large enterprises, particularly in foreign markets. The author redefine “masstige …

New luxury brand positioning strategies often combine a high perceived prestige with
reasonable price premiums in order to attract middle-class consumers. These strategies are …

In earlier days, luxury brands were the preserve of the privileged few, but now they have
become more affordable to many more middle-market consumers. Take Britain, for instance …

Luxury is exclusive, expensive and provides social recognition. There is an emergence of
masstige brands in Indian economy and also globally. Masstige brands are expressed as …