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Keywords: Masstige
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Journal Articles
From uniqueness to consumer behaviour: the mediating role of brand passion and brand addiction in masstige human brands
Available to Purchase
Journal of Product & Brand Management (2026) 35 (1): 59–78.
Published: 10 November 2025
...Paula Rodrigues; Ana Brochado; Ana Sousa; Muhammad Junaid; Ana Pinto Borges Purpose The purpose of this paper is to elucidate consumers’ perceptions of celebrities as masstige human brands (Study 1) and to develop a novel comparative framework that incorporates two distinct mediating variables...
Journal Articles
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context
Available to Purchase
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...
