What is it about?
Masstige Theory is based on the relationship Price = f (Mass Prestige) Mass Prestige = f (Product, Promotion, Price strategies)
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Why is it important?
Helps firms to build premium brands.
Read the Original
This page is a summary of: Toward a masstige theory and strategy for marketing, European J of International Management, January 2018, Inderscience Publishers, DOI: 10.1504/ejim.2018.10012543.
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