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 …

The paper presents a systematic review examining the various factors of consumer behavior
towards luxury goods and synthesizes studies. Searches in prominent databases were …

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 …

This study investigates how brand authenticity perceptions, impression in memory, lifestyle-
congruence, and brand love interrelate with one another. It also examines the moderating …

Purpose The luxury segment of the hospitality industry has experienced substantial growth
in the past decade. Unfortunately, the notion of perceived luxury values has received scant …

Purpose This paper aims to investigate the mediating effect of brand love on purchase
intention and word-of-mouth through mystery, sensuality and intimacy as brand image …

Shaping consumers' attitudes and influencing their consumption of masstige brands via
intrinsic and extrinsic motivation is an unexplored research area. By applying self …

Luxury goods, once exclusive to the elite of the society, are now available to a markedly
large customer segment, mainly due to the process of democratization. However, academic …

Luxury brands successfully use a masstige marketing strategy by offering consumers social
status, prestige, and rarity at premium prices. Using Churchill's (1979) scale development …