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 …

Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

Social media influencers (SMIs) as significant stakeholders are increasingly collaborating
with brands to cultivate marketing campaigns. However, literature concerning the narrative …

In this article we chart the evolution of corporate brand management from an organization-
centric view based on control to one rooted in a participative cocreated perspective where …

Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete
social media engagement behaviors. Findings indicate that consumer engagement …

Traditionally, corporate brand identity was considered to be directed and controlled by
managers. However, more recent research has begun to recognize the limits of this view …

Grounded on the Masstige theory, this study examines the direct and indirect impact of Mass
Prestige of a Brand (MPB), Brand Perception (BP), and Propensity to Pay the Premium …

Brand experience is one of the most promising concepts to emerge in consumer research
over the last decade. However, unlike other brand-related concepts, it has often been …

Purpose This paper aims to critique human personality as a theory underpinning brand
personality and to propose instead a theory from human perception, and by doing so, to …

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 …