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Toward a 'masstige' theory and strategy for marketing
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  • 2020Culture and International business research: A review and research agenda204 cited
  • 2020Hyper-personalization, co-creation, digital clienteling and transformation128 cited
  • 2021Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity122 cited
  • 2022The role of brand experience, brand resonance and brand trust in luxury consumption117 cited
  • 2019Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing115 cited
  • 2022Marketing luxury services beyond affluence in the new normal: Insights from fine dining during the coronavirus pandemic102 cited
  • 2021Masstige strategies on social media: The influence on sentiments and attitude toward the brand98 cited
  • 2022How deep is your love? The brand love-loyalty matrix in consumer-brand relationships97 cited
  • 2021Inspired and engaged: Decoding MASSTIGE value in engagement96 cited
  • 2019Enhancing online rapport experience via augmented reality88 cited
  • 2025Factors impacting purchase intention towards masstige brands: A SEM based analysis of young consumers in India86 cited
  • 2022Redefining “masstige” luxury consumption in the post-COVID era82 cited
  • 2020Personality traits influencing young adults' conspicuous consumption79 cited

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  • 2022The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands78 cited
  • 2022Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride77 cited
  • 2022How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation75 cited