The present study investigates the impact of COVID‐19 on Consumers' changing way of life
and buying behaviour based on their socio‐economic backgrounds. A questionnaire survey …

Consumption of masstige brands has emerged as an important research domain. This study
investigates the key determinants, mediators, and consequences of masstige brands as they …

Purpose The purpose of this paper is to investigate how consumers' luxury purchase
behavior has been affected by COVID-19. A theoretical framework is proposed to determine …

The paper reports findings from a two-stage study of consumer–brand relationships
conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced …

Purpose The purpose of this paper is to empirically assess the impact of branding strategies
on horizontal and downward line extensions of French luxury brands in a cross-national …

Abstract Using the Great Recession as a case study, we evaluate the evidence for the
“lipstick effect” by analyzing expenditures on cosmetics products using data from the Bureau …

Luxury brand consumption has remained strong even in countries with recessions. This
study explores the role of personal factors, socio-cognitive factors, and potential marketing …

A review and reflection on key topics plus extrapolation of future research avenues from
within the Journal of Brand Management during 2016 that included a special issue focused …

Purpose This study investigates how price, promotion and consumer characteristics affect
consumer choice of high over medium-and low-equity cosmetic brand under different …

This paper aims to investigate methods deployed by brands to increase accessibility while
maintaining brand identity, particularly in premium and luxury brands. A literature review will …