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Keywords: Masstige mean score scale
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 639–652.
Published: 17 February 2026
...Kiran Nair; Seema Bhardwaj; Ruchi Gupta; Sreejith Balasubramanian Purpose The study aims to extend, validate and operationalize the masstige mean score scale ( MMSS ) as a second-order reflective construct, applicable across multiple industries. Design/methodology/approach A survey-based...
