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1-5 of 5 results for masstige brands

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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

Select article: A Heterodox Approach to Masstige: Brand Fetishism,Corporate Pricing,and Rules of Consumer Choice

Open access

Research article

First published 2024-6

A Heterodox Approach to Masstige: Brand Fetishism,Corporate Pricing,and Rules of Consumer Choice

Marko Lah, Andrej Sušjan

Review of Radical Political Economics

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

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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

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

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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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