Business

Masstige Marketing: A Review, Synthesis, and Research Agenda

A. Kumar, J. Paul, et al.

Dive into the intriguing world of Mass Prestige marketing! This article, researched by Ajay Kumar, Justin Paul, and Anandakuttan B. Unnithan, explores the evolution of the masstige strategy, highlights research gaps, and offers new measures to empower both academia and practitioners in crafting luxury brand strategies.... show more

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