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Keywords: Masstige brand
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Journal Articles
Building love and brand evangelism in emerging markets
Available to Purchase
Journal:
Strategy & Leadership
Strategy & Leadership (2026) 54 (4): 486–511.
Published: 26 August 2025
... masstige brands are increasingly prevalent. Design/methodology/approach A mixed-methods approach was used, beginning with a qualitative pre-test involving 70 participants to identify relevant masstige brands across service and product sectors. This phase laid the groundwork for the quantitative phase...
