Consumer Perceived Associations of Masstige Brands: An Indian Perspective
Abstract
Luxury is exclusive, expensive and provides social recognition. There is an emergence of masstige brands in Indian economy and also globally. Masstige brands are expressed as new luxury different from the traditional luxury though distinction needs more clarity. The current empirical study is from masstige consumer perspective and is exploratory in nature for understanding perceptions of Indian consumers through brand associations toward...
Paper Details
Title
Consumer Perceived Associations of Masstige Brands: An Indian Perspective
Published Date
Oct 22, 2020
Volume
27
Issue
3
Pages
399 - 416
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History