Masstige marketing has become a popular research area during the last two decades. The purpose of this write-up is to synthesize the summary of my published articles, in the area of Masstige Marketing for the award of Ph.D by Publication during the period 2015 to 2022. Masstige model, theory and the masstige scale (Paul, 2015; 2018; 2019) are outlined in this appraisal based on the formula given below. Premium Price = f (Masstige) & Masstige = f (Product, Promotion & Place). Therefore, Premium Price = f (Product, Promotion & Place strategies). This paper outlines the Masstige Scale (Paul, 2015; 2019) and the scale items and the propositions derived to establish the link between mass prestige value and the success of a brand based on the empirical evidence found using the data from different country and industry contexts grounded in Masstige Theory (Paul, 2015). Masstige scale, model and theory have been widely accepted as base for hundreds of studies by other researchers across the countries, which are evident from the hundreds of citations received for these papers within 3-4 years.
|Date of Award||Jul 2023|
|Supervisor||Sunil Sahadev (Supervisor)|