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 …

The circular economy involves a shift from the previous linear production to the closed-loop
production, leading to potential circular products that can be reused or recycled. Regarding …

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

This article conceptualises how consumers construct their relationships with masstige
brands. Drawing on a two-stage methodology of consumer interviews and online content …

This study focused on developing a new conceptual model of consumers' perceptions of—
and behaviours towards—masstige brands based on consumer‐brand relationship and …

An increasing middle-class segment, eager to trade up in product qualities and consumption
behavior, is causing a paradigmatic change in how traditional luxury consumers ascribe …

This research furthers our understanding of consumers of masstige brands and shows how
they are different from consumers of luxury and counterfeits. Our work brings out differences …

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 …

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 …

The primary research objective was to test the masstige model, which is a mechanism to
explain the relationship between symbolic value associated with a brand and brand …