Masstige Consumption: A Motivation-Desire-Outcome Framework with Implications for Luxury Brand Management

What is it about?

This study offered a comprehensive framework on masstige brand consumption following previous findings and first hand data

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Photo by D A V I D S O N L U N A on Unsplash

Photo by D A V I D S O N L U N A on Unsplash

Why is it important?

This study will offer new insights into how people are motivated to buy masstige brands and how the urge for masstige consumption translates into consumption outcomes, offering actionable insights for practitioners.