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Cited by 437Consumer Behavior in Brand Consumption and IdentificationConsumer Market Behavior and PricingMarketing and Advertising Strategies

‘Masstige’ marketing: A review, synthesis and research agenda

Kumar, Ajay, Paul, Justin, Unnithan, Anandakuttan B.·2020·Journal of Business Research
DOI 10.1016/j.jbusres.2019.09.030
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Crossref · 10.1016/j.jbusres.2019.09.030

Cites

71 of 71 references verified0 citation errors · 0 not checkable

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Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

  • Consumer demand for affordable luxury, rise in middle-class spending, impact of digital marketing, and product development innovation contribute to the expansion of the masstige category.

    “Consumer demand for affordable luxury, the rise in middle-class spending, the impact of digital marketing, and product development innovation are some of the causes contributing to the masstige category's expansion [27].”

    From AN OVERVIEW OF NEW TRENDS IN THE COSMETICS INDUSTRY (2025) · cites this paper as [27]

  • In industrialized economies, consumers are effectively included into the digital environment, and e-commerce is a significant consumer driver with a high rate of online shopping.

    “Consumers are effectively included into the digital environment in industrialized economies. With a high rate of online shopping, e-commerce is a significant consumer driver.”

    From AN OVERVIEW OF NEW TRENDS IN THE COSMETICS INDUSTRY (2025) · cites this paper as [27]

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Authors
Kumar, A., Paul, J., & Unnithan, A. B.
Affiliations
  • Central University of Haryana (IN)
  • University of Puerto Rico System (PR)
  • Indian Institute of Management Kozhikode (IN)
Corresponding author
Paul, Justin
ORCID
Venue
Journal of Business Research
Publisher
Elsevier BV
Published
2020-05
Volume
113
Pages
384-398
ISSN
0148-2963 (ISSN-L)
DOI
10.1016/j.jbusres.2019.09.030
OpenAlex
W2981378110
Cited by
437
References
72
Citations by year
2026: 48 · 2025: 55 · 2024: 73 · 2023: 76 · 2022: 88 · 2021: 69 · 2020: 28
FWCI
60.70
Type
journal article
Language
en
Open access
closed
Licence
Locations
  • Journal of Business Research (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
luxury brands, premium brands, service brands, brand positioning, marketing strategy

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