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

The DOI matches its Crossref record; 71 of the 72 references it cites were found in a registry or an index.

‘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

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Citations

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Show all 72 references

Research works printed but not linked: 5

  1. Bauer, 2011, ‘My little luxury’ - a consumer-centred experiential view, Marketing: ZFP – Journal of Research and Management, 33, 57
  2. Beinhocker, 2007, Tracking the growth of India’s middle class, The McKinsey Quarterly, 3, 51
  3. Farrell, 2006, The value of China’s emerging middle class, McKinsey Quarterly, 2, 60
  4. Kharas, 2010, The new global middle class: A cross-over from West to East, China’s Emerging Middle Class: Beyond Economic Transformation, 1
  5. Lubel, 2016, Finding the sweet spot between mass market and premium, Harvard Business Review.

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Metadata

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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