Toward a 'masstige' theory and strategy for marketing

By Justin Paul. 2018

112 citations recorded by the source corpus.

Subfields: Marketing, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/1a364faa5a62f1bf6303ea90e136c8178d465a42

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Naeem Gul Gilal
2. Faheem Gul Gilal
3. Rukhsana Gul Gilal
4. Slađana Starčević
5. Ajay Kumar
6. Justin Paul

In Tourism, Leisure and Hospitality Management

1. Rukhsana Gul Gilal
2. Naeem Gul Gilal
3. Faheem Gul Gilal
4. Slađana Starčević
5. Ajay Kumar
6. Justin Paul

Citations in the corpus

• Celebrity endorsement and brand passion among air travelers: Theory and evidence (2020, methodology): “Using procedures from the extant research (Gilal et al., 2018d, 2018e; Paul, 2018a; Kumar and Paul, 2018), we distributed 500 questionnaires to the airline passengers at the two major international airports in Pakistan.”
• Do brands make consumers happy?- A masstige theory perspective (2021, background): “Therefore, where luxury is just for a few people, masstige is for masses (Kumar and Paul, 2018).”
• The consumer behavior of luxury goods: a review and research agenda (2020, unknown): “Maximising premium brands ’ sales at relatively high prices to the mass, by creating mass prestige by implementing appropriate product, promotion and place strategies is the core tenet of masstige theory and model (J. Paul, 2018).”