The Role Of Masstige Strategies On Perception Of Consumers About Consumption Of Branded Products

Abstract

Masstige marketing is a distinctive marketing strategy that attempts to create a balance between luxury and mass-market appeal. It's the strategy by which brand managers establish their brands' reputation among the majority of consumers. The concept of masstige, or mass prestige, has obtained relatively minimal focus in the literature. This study examines previous literatures on Masstige based marketing and analyses the formation of the “masstige strategy” with an emphasis on how masstige marketing boosts branded product sales and what indicators all point to a product's ongoing demand. Here we synthesize previous research findings, examine various dimensions, pinpoint research gaps, advocate for the use of recent measures like the “Masstige Mean Score Scale (MMSS)”, and create new measures that will aid in the development of luxury/premium brand marketing strategies and enable more research in this specialized field. The findings shows that an increasing brand's chances of success are correlated with its “masstige value (MMS)”. And also suggest that marketers can use a mass prestige approach to satisfy customers and build a favourable relationship between masstige and brand satisfaction.