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Keywords: Masstige luxury
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Journal Articles
Journal of Product & Brand Management (2025) 34 (4): 545–561.
Published: 13 February 2025
..., attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures. Design/methodology/approach This study used a sample comprising 342 Indian...
