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Keywords: Inspiration
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Journal Articles
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context
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Journal of Product & Brand Management (2022) 31 (4): 521–535.
Published: 19 June 2021
...Manish Das; Victor Saha; M.S. Balaji Purpose This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines...
