Masstige: A paradigm shift in luxury marketing Fatima Siddiqa* Research Scholar, Institute of Management Studies, Banaras Hindu University, Varanasi, Uttar Pradesh, India *Email id: siddiqafatima77@gmail.com
Online published on 6 January, 2025. Abstract One of the most significant changes of luxury marketing is the evolving masstige segment - a fusion of mass and prestige. Although mass marketization is becoming increasingly important, scholarly research that focuses on the impact of masstige is scarce, and thus there is a gap in our knowledge concerning how it affects luxury marketing strategy. Savvy marketers have a new root level approach to consider for brand relationships and pur chasing journeys. This paper will investigate the impact of masstige branding on consumer perception, brand purchase intention, and positioning within the luxury brand category. Through the research, we have uncovered that masstige brands are effectively rewriting standard luxury marketing dynamics by providing a wonderfully neutral (or inoffensive) balance of accessibility and aspirational appeal. Further, the researcher discusses how these strategies help brands appeal to a wider range of consumers without losing the aroma of rarity. The insights drawn from this research have important implications for both the luxury marketing literature as well as for brands looking to perform successfully within a highly competitive marketplace. The directions for future research include questions concerning the durability and fit of masstige strategy beyond a three-year horizon, as well as how it is impacted by changes in economic and cultural contexts. Top Keywords Branding, Luxury, Masstige, Mass prestige, Measures, Strategies. Top |