Two decades of research on “masstige” marketing: A systematic literature review and future research agenda
Muskan Chaurasia,
Arvind Kumar,
Rajeev Kumar Panda
Abstract:In the 21st century, luxury marketing increasingly utilizes “masstige marketing” as a strategic approach. This approach combines luxury and mass brands and targets middle‐class consumers with an aim to make high‐end brands more accessible and affordable. However, despite a surge in research interest over the past two decades, the literature on masstige marketing remains scattered. Therefore, the present moment offers an appropriate time to consolidate the existing literature and lay the groundwork for future r… Show more
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