CEF.UP – MaR Seminar/Webinar

Tuesday – May 2^nd , 2023 6:30 p.m. – 7:30 p.m. | Room 305 | Online

“Masstige Model, Theory and Measure for brand management and marketing”

Justin Paul – Editor-in-chief of the International Journal of Consumer Studies and University of Puerto Rico, USA and the University of Reading, UK (joint work with A. Kumar and S. Starčević)

Abstract:

“The term ‘Masstige’ stands for mass prestige. Masstige marketing is a strategic phenomenon with the goal of market penetration and brand management in the era of globalisation. The main purpose of this paper is to contribute towards the development of the masstige marketing theory to explain the brand management phenomenon of high value/premium/moderately highly priced (but attainable) brands with a new theoretical model – focused on product, promotion and place strategies, keeping prices constant. Besides, we assess and contrast the effectiveness of marketing strategy of foreign and domestic car brands in the USA using Masstige Mean Index (MMI) developed by Paul (2015). This study is based on the survey data of owners of Japanese and American car brands. It was found that brands can create higher mass prestige value in a foreign country if they follow masstige marketing strategy. The study shows how MMI may facilitate masstige score estimates, allowing comparisons and aiding brands in devising strategies.”