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1-2 of 2 results for masstige brand value

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

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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

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

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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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