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Guidelines for develo** a new research stream: lessons from customer engagement research
A research stream emerges when meaningful research problems motivate scholars to build
a coherent line of inquiry. This article presents guidelines for develo** and sustaining a …
a coherent line of inquiry. This article presents guidelines for develo** and sustaining a …
Masstige Consumption: A Motivation-Desire-Outcome Framework with Implications for Luxury Brand Management
Mass prestige (masstige) is the strategic blend of prestige and mass market appeal,
targeting the aspirational middle class. Integrating extant literature on masstige consumption …
targeting the aspirational middle class. Integrating extant literature on masstige consumption …