Article2018

Toward a masstige theory and strategy for marketing

46 citations0/0 files storedEuropean J of International Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

The term 'Masstige' stands for mass prestige. Masstige marketing is a strategic phenomenon with the goal of market penetration and brand management in the era of globalisation. The main purpose of this paper is to contribute towards the development of the masstige marketing theory to explain the brand management phenomenon of high value/premium/moderately highly priced (but attainable) brands with a new theoretical model - focused on product, promotion and place strategies, keeping prices constant. Besides, we assess and contrast the effectiveness of marketing strategy of foreign and domestic car brands in the USA using Masstige Mean Index (MMI) developed by Paul (2015). This study is based on the survey data of owners of Japanese and American car brands. It was found that brands can create higher mass prestige value in a foreign country if they follow masstige marketing strategy. The study shows how MMI may facilitate masstige score estimates, allowing comparisons and aiding brands in devising strategies.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996Measuring Brand Equity Across Products and Markets 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale 2006Brands and Branding: Research Findings and Future Priorities 1999Flexibility Versus Efficiency? A Case Study of Model Changeovers in the Toyota Production System 2004Measuring perceptions of brand luxury 2003Developing and validating measures of facets of customer-based brand equity

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2019Upgrading without formal integration in M&A: The role of social integration 2021Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love 2020Consumer Perceived Associations of Masstige Brands: An Indian Perspective 2022Understanding the role of image, quality and price for developing prestigious mass brands 2022The impact of age stereotype threats on older consumers' intention to buy masstige brand products

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