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Do brands make consumers happy?- A masstige theory perspective

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  1. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
  2. Das, Manish & Jebarajakirthy, Charles & Sivapalan, Achchuthan, 2022. "How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
  3. Wang, Zi & Yuan, Ruizhi & Luo, Jun & Liu, Martin J., 2022. "Redefining “masstige” luxury consumption in the post-COVID era," Journal of Business Research, Elsevier, vol. 143(C), pages 239-254.
  4. Kilsheimer Eastman, Jacqueline & Iyer, Rajesh & Babin, Barry, 2022. "Luxury not for the masses: Measuring inconspicuous luxury motivations," Journal of Business Research, Elsevier, vol. 145(C), pages 509-523.
  5. Mansoor, Mahnaz & Paul, Justin & Saeed, Abid & Cheah, Jun-Hwa, 2024. "When mass meets prestige: The impact of symbolic motivations, inspirations, and purchase intentions for Masstige products," Journal of Business Research, Elsevier, vol. 176(C).
  6. Katyal, Kanupriya & Dawra, Jagrook & Soni, Nitin, 2022. "The posh, the paradoxical and the phony: Are there individual differences between consumers of luxury, masstige and counterfeit brands?," Journal of Business Research, Elsevier, vol. 152(C), pages 191-204.
  7. Coelho, Filipe & Aniceto, Inês & Bairrada, Cristela Maia & Silva, Pedro, 2023. "Personal values and impulse buying: The mediating role of hedonic shopping motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  8. Shan, Juan & Lu, Hebo & Cui, Annie Peng, 2022. "1 + 1 > 2? Is co-branding an effective way to improve brand masstige?," Journal of Business Research, Elsevier, vol. 144(C), pages 556-571.
  9. Kumar, Anil, 2021. "Analysing the drivers of customer happiness at authorized workshops and improving retention," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
  10. Park, Jungkun & Back, Seung Yub & Kim, Dongyoup, 2022. "Masstige consumption values and its effect on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
  11. Burhanudin Burhanudin & Firsta Diva Septianti, 2024. "Social Media Word of Mouth and Masstige Purchase Behaviour," Central European Business Review, Prague University of Economics and Business, vol. 2024(5), pages 71-94.
  12. Moorlock, Emily & Dekel-Dachs, Ofer & Stokes, Peter & Larsen, Gretchen, 2023. "Constructing Consumer-Masstige brand relationships in a volatile social reality," Journal of Business Research, Elsevier, vol. 155(PA).
  13. Purohit, Sonal & Radia, Karan Nilesh, 2022. "Conceptualizing masstige buying behavior: A mixed-method approach," Journal of Business Research, Elsevier, vol. 142(C), pages 886-898.
  14. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
  15. Gilal, Faheem Gul & Gilal, Naeem Gul & Shahid, Shadma & Gilal, Rukhsana Gul & Shah, Syed Mir Muhammad, 2022. "The role of product design in shaping masstige brand passion: A masstige theory perspective," Journal of Business Research, Elsevier, vol. 152(C), pages 487-504.
  16. Lim, Weng Marc & Aggarwal, Arun & Dandotiya, Ravi, 2022. "Marketing luxury services beyond affluence in the new normal: Insights from fine dining during the coronavirus pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
  17. Yanyan Zhang & Tat-Huei Cham & Chuen Khee Pek & Choi-Meng Leong, 2024. "Is face and information availability important in green purchasing among young consumers?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
  18. 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).
  19. Iaia, Lea & Leonelli, Simona & Masciarelli, Francesca & Christofi, Michael & Cooper, Sir Cary, 2022. "The malevolent side of masstige consumers’ behavior: The role of dark triad and technology propensity," Journal of Business Research, Elsevier, vol. 149(C), pages 954-966.
  20. 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.
  21. 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).
  22. Alić Adi & Činjarević Merima & Maktouf-Kahriman Nedžla, 2022. "Exploring the antecedents of masstige purchase behaviour among different generations," Management & Marketing, Sciendo, vol. 17(3), pages 255-271, September.
  23. Söderlund, Magnus, 2023. "Moderator variables in consumer research: A call for caution," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  24. 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).
  25. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).
  26. Mansoor, Mahnaz & Paul, Justin, 2022. "Mass prestige, brand happiness and brand evangelism among consumers," Journal of Business Research, Elsevier, vol. 144(C), pages 484-496.
  27. Rukhsana Gul Gilal & Faheem Gul Gilal & Naeem Gul Gilal, 2024. "Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 251-264, May.
  28. Pedro Almeida & Paulo Rita & Diego Costa Pinto & Márcia Herter, 2024. "The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 543-556, September.
  29. Olga Nechaeva & Valentina Mazzoli & Raffaele Donvito, 2023. "Brand engagement into self-concept and culture: a literature review for a future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 414-431, September.
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