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1-5 of 5 results for Masstige Marketing

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Research article

First published 2025

Unravelling the Path of Masstige Marketing: A Bibliometric Review,Insights and Road Map for Future Research

Binshad Vaheed, Sujoy Bhattacharya

Vision: The Journal of Business Perspective

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Research article

First published 2026

Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women

Mallika Srivastava, Mudita Sinha

IIM Kozhikode Society & Management Review

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Review article

First published 2025-8

Trends in the Evaluation of Masstige Marketing: A Bibliometric Analysis Using R

Saurabh Verma, Sunil Kumar Yadav, Ritu Raj

Vision: The Journal of Business Perspective

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Research article

First published 2024-9

Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets

Zhe Zhang, Alex Yao, Zhiyong Yang

Journal of International Marketing

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Research article

First published 2021-11

Adaptation and Extension of a Human Charisma Scale to Measure Non-luxury Product Brand Charisma

Jane E. Workman, Seung-Hee Lee

Australasian Marketing Journal