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New luxury brand positioning and the emergence of masstige brands

Author

Listed:
  • Yann Truong

    (ESC [Rennes] - ESC Rennes School of Business)

  • Rod Mccoll

    (ESC [Rennes] - ESC Rennes School of Business)

  • Philip Kitchen

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. These strategies are radically different from those implemented by traditional luxury brand owners, who maintain a strict consistency between perceived prestige and price premiums so as to preserve their brand's exclusivity. Although some authors have suggested the existence of masstige strategies, few empirical studies have been conducted to support this claim. The results confirmed that the two brands under study have adopted a masstige positioning strategy. The authors also discuss the implications of masstige strategies for researchers and practitioners.

Suggested Citation

  • Yann Truong & Rod Mccoll & Philip Kitchen, 2009. "New luxury brand positioning and the emergence of masstige brands," Post-Print hal-04072092, HAL.
    • Handle: RePEc:hal:journl:hal-04072092
    DOI: 10.1057/bm.2009.1
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    Cited by:

    1. Pizzetti, Marta & Chereau, Philippe & Soscia, Isabella & Teng, Fangyuan, 2023. "Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers," Journal of Business Research, Elsevier, vol. 167(C).
    2. Yao, Alex, 2023. "Uncovering heterogeneous prestige effect in luxury consumption: Insights from the Chinese luxury market," Journal of Business Research, Elsevier, vol. 168(C).
    3. Maoqi Liu & Li Zheng & Changchun Liu & Zhi‐Hai Zhang, 2023. "From share of choice to buyers' welfare maximization: Bridging the gap through distributionally robust optimization," Production and Operations Management, Production and Operations Management Society, vol. 32(4), pages 1205-1222, April.
    4. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    6. Kumar, Jitender, 2024. "Psychological mechanisms behind access-based luxury brand consumption: Empirical investigation from the lens of new ownership paradigm," Journal of Business Research, Elsevier, vol. 175(C).
    7. Marta Pizzetti & Philippe Chereau & Isabella Soscia & Fangyuan Teng, 2023. "Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers," Post-Print hal-04207447, HAL.
    8. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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