Mainstreaming fashion rental consumption: A systematic and thematic review of literature
The current study aims to recognize the main enablers and inhibitors in adopting the renting
mode of collaborative fashion consumption. It employs a systematic literature review (SLR) …
mode of collaborative fashion consumption. It employs a systematic literature review (SLR) …
Two decades of research on “masstige” marketing: A systematic literature review and future research agenda
M Chaurasia, A Kumar… - International Journal of …, 2024 - Wiley Online Library
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 …
approach. This approach combines luxury and mass brands and targets middle‐class …
Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory
Shaping consumers' attitudes and influencing their consumption of masstige brands via
intrinsic and extrinsic motivation is an unexplored research area. By applying self …
intrinsic and extrinsic motivation is an unexplored research area. By applying self …
Millennials and Generation Z: a generational cohort analysis of Indian consumers
Purpose Young consumers are recognized as an important and lucrative segment for the
businesses across the globe. While initial steps have been taken to understand them …
businesses across the globe. While initial steps have been taken to understand them …
Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective
Purpose In the modern era, brand authenticity is one of the most powerful positioning
strategies for sustainable business growth. This study investigated the impacts of perceived …
strategies for sustainable business growth. This study investigated the impacts of perceived …
Exploring masstige brands' antecedents and outcomes
P Rodrigues, A Sousa, M Fetscherin… - International Journal of …, 2024 - Wiley Online Library
This study focused on developing a new conceptual model of consumers' perceptions of—
and behaviours towards—masstige brands based on consumer‐brand relationship and …
and behaviours towards—masstige brands based on consumer‐brand relationship and …
Affordable luxury consumption: An emerging market's perspective
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 …
captures certain critical socio-psychological factors that nurture consumers' attitude towards …
The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands
This study examines college student consumers' relationship with luxury brands through two
studies. Study 1 analyzes collages to determine what represents luxury to them, how …
studies. Study 1 analyzes collages to determine what represents luxury to them, how …
Toward a better understanding of key determinants and consequences of masstige consumption
Consumption of masstige brands has emerged as an important research domain. This study
investigates the key determinants, mediators, and consequences of masstige brands as they …
investigates the key determinants, mediators, and consequences of masstige brands as they …
Consumers' relationship with mass prestige brands and happiness
This study investigates how the relationships consumers establish with prestigious brands
can lead to brand happiness. A study of 545 responses covering 19 global brands assessed …
can lead to brand happiness. A study of 545 responses covering 19 global brands assessed …