This article reviews the literature on Mass Prestige (Masstige) based marketing and
analyzes the evolution of the'masstige strategy'with a focus on how this phenomenon …

Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This is
predominantly driven by technological developments, particularly social media, and the …

Understanding how consumers experience luxury represents a challenge; despite the rapid
growth of luxury experiences over the past decade, luxury research remains focused on a …

This study contributes to literature on luxury in the sharing economy by holistically
examining new forms of luxury consumption which includes on-demand and the product …

Abstract Ever since Veblen and Simmel, luxury has been synonymous with conspicuous
consumption. In this conceptual paper we demonstrate the rise of inconspicuous …

Despite the growth of luxury markets during the last decade, luxury brand management is
facing tremendous changes and challenges. In previous research, the focus has largely …

This study is an attempt to advance the theory of masstige marketing by conceptualizing the
masstige buying behavior. The masstige theory is in the infancy stage, with little …

This study aims to provide a holistic and comprehensive picture of the current state of luxury
tourism research. In order to do so, 119 articles published between 2004-2019 were …

Luxury branding has received much attention from marketing and consumer research
scholars. Yet, research into how consumers themselves shape luxury brand meanings is …

In the past decades, as traditional luxury goods and conspicuous consumption have
become more mainstream and lost some of their signaling value, new alternative signals of …