Dear Colleagues,

We are delighted to share our call for papers- Special Issue on Masstige
Marketing, Journal of Business Research.

Guest Editors:
Carolyn Strong,  Editor-in-Chief, Journal of Strategic Marketing (A rank,
ABDC Australia)
Justin Paul, Editor-in-Chief, International Journal of Consumer studies (A
Rank, ABDC)
Minas Kastankis (Editor-in-Chief, European Management Journal)
Shlomo Tarba (Deputy Editor-in-Chief, & Incoming EIC, British J of
Ajay Kumar (Central University of Haryana, India)

Full details are given below.

Best Regards,

*Professor, University of PR, San Juan, PR, USA
<> & Distinguished Scholar, IIM, Kerala
<> *
Editor-in Chief, International Journal of Consumer Studies (A Rank- ABDC
Managing Guest Editor-
Journal of Busi Research

Associate Editor- European Management Journal
Former Faculty member- Uni of Washington
Google Scholar

Select Publications:
Masstige Marketing: A Review and Synthesis, J of Bus Research
Masstige Model and Measure for Brand Management

7-P Framework for International Marketing

CPP Model for Internationalization

The Art of Writing Literature reviews

*Full Details-*

In the first decade of 20th century, a group of “irrational” economists
acknowledged that non-price related factors can also influence demand
(Leibenstein, 1950). Rooted in the existing tenets of ‘markets’, this
approach has – decades later – led to the emergence of marketing as a
separate discipline and marketing as a term/word emerged in dictionary for
the first time. Since then, marketing has gone through many changes and
challenges at all levels of marketing mix. Marketing theory has evolved
through these times, and scholars have touched on varied sub-disciplines.
One major breakthrough in marketing theory was brand equity (Keller, 1993;
Yoo, Donthu & Lee, 2000; Yoo & Donthu, 2001; Pappu et al., 2005; Kumar &
Paul, 2018). Not a surprise that brand equity became an important
consideration for marketers across the globe. Brands could charge premium
prices because of high levels of positive customer-based brand equity. The
super extra premium prices which luxury brands charge can be explained
through the tenets of brand equity and mass prestige (masstige).

Over the years, luxury/premium brands have been catering to a niche market
and exclusivity, rarity has been its top most characteristics (Miller &
Mills, 2012; Walley, Custance, Copley, & Perry, 2013; Zhan & He, 2012).
With time, despite rarity as an characteristic, it was realized that brands
have to grow fast to sustain in market and have to go where the market is
(Kapferer, 2015). In addition, scholars have explored how the brand luxury
generates positive consumer affect in social media (Mandler, Johnen, &
Gräve, 2019; Bazi, Filieri, & Gorton, 2020).

Therefore, we have seen calls from scholars asking for scrutiny of rarity
and luxury paradox (Dion & Borraz, 2017; Gurzki & Woisetschläger, 2017).
There are studies in which the rarity principal was questioned and it has
been argued that premium brands can grow with a bandwagon effect by
creating mass prestige (Fain, Roy, & Ranchhod, 2015; Kapferer, Klippert, &
Leproux, 2014; Kapferer & Valette-Florence, 2016; Phau & Prendergast, 2000;
Kastankis & Balabanis, 2011, 2012 & 2014; Paul, 2019). Such thoughts
continue to become robust with studies like that of Kastanakis and
Balabanis (2011; 2012; 2014) where need for uniqueness or rarity was called
as unimportant even for status consumption (which is basic tenet of luxury
consumption). In contrast, consumers might look for a brand which is known
by many and accepted as prestige brand (Kastanakis & Balabanis, 2011; 2012;
2014) to achieve the social ideal self and desired identity (Kastanakis &
Balabanis, 2014). This was pointing towards an important facet that
marketers can enjoy luxury image for brands at varied price points
(Kapferer et al., 2014). This development is pointing towards a big segment
in making since long. We have seen luxury brands extending their pricing
spectrum downwards (Boisvert & Ashill, 2018) and yet retained their luxury
image. For example, Louis Vuitton in Japan has successfully got strong hold
in a larger market without losing the luxury tag (Paul, 2015). With these
changes, the world is waking up to a new market - Masstige. This market
would require a different strategy to handle and grow. The seminal article
of Silverstein and Fiske (2003) published in Harvard Business Review was an
important scholarly work towards theory of masstige (Kumar, Paul &
Unnithan, 2020; Paul, 2019).

Silverstein and Fiske (2003) convinced scholars with many examples like
Bath and Body works lotion, Starbucks coffee, Kendall Jackson wines,
Victoria’s Street lingerie that masstige is already here and is being
exercised by marketers profitably. Companies following a masstige marketing
strategy keep prices relatively high and constant, while formulating
marketing strategies which focus on product, promotion and place (Paul,
2018). Kumar et. al (2020) defined masstige marketing as a phenomenon in
which Price = f (Product, Promotion & Place strategies).

Masstige is characterized by mass prestige consumption, with consumers
trading up for better quality against a reasonable premium, with a careful
downward extension of luxury brands to reap a larger market in waiting
(Silverstein & Fiske, 2003; Kumar, Paul, & Unnithan, 2020). With increasing
roles of brands as carriers of consumer’s ideal self and image, adoption of
masstige strategy has been witnessed worldwide. Among all this, it is
important to note that masstige is not only about reducing the prices of
luxury brands. It is about product innovation, diligent promotional
strategies coupled with supportive placement while keeping price relatively
high (Kumar et al., 2020). We can look at masstige operationalization
across the globe in two broad categories. One is a born masstige brand –
for example Starbucks, Victoria’s Secret and Apple. Another one is through
downward brand extension – for example Mercedes Benz, Tiffany and Burberry
(Silverstein & Fiske, 2003). Both of these strategies have been successful.
The idea is to reach to the middle class who are ready and able to pay
premium prices if they can be convinced to do so (Paul, 2015). World
leading brands like Louis Vuitton (Paul, 2015, 2019), Toyota, Honda (Paul,
2018), Apple (Kumar & Paul, 2018), Starbucks, Bath and Body Works, Kendell
Jackson wines, Victoria’s Secret, Mercedes, Tiffany, Burberry (Silverstein
& Fiske, 2003) have been following the masstige strategy. Top home and
personal care companies have seen annual revenue growth of 6 percent even
during recession of 2008 by adopting masstige strategy (Vacirca, Imporzano,
Coleman, Gupta, & Jackson, 2013). Therefore, brands should also look at
masstige as an effective marketing strategy to deal with recessionary
times. In times, when the world is converging towards the emerging
economies in general and in terms of luxury brands in particular (Hung &
David, 2020; Sharma, Soni, Borah, & Saboo, 2020), and changing paradigms of
world economic powers, masstige strategy becomes even more important as
these emerging countries have huge mass market.

To look back at the scholarly contribution towards masstige theory,
starting from the Masstige Marketing Model given by Silverstein and Fiske
(2003), we have travelled through some benchmark efforts including
theoretical models and measures such as

   1. Brand Equity Measurement Scale (Yoo and Donthu, 2001)
   2. Bandwagon luxury consumption model(Kastanakis & Balabanis, 2011;
   2012; 2014),
   3. Populence paradigm (Granot, Russell, & Brashear-Alejandro, 2013) and
   4. Masstige Model, Masstige Mean Score Scale and Masstige Mean Index
   (Paul, 2015, 2018, 2019).

To cover the journey of masstige evolution, Kumar et. al. (2020) have
comprehensively reviewed the masstige marketing phenomenon and theory and
also proposed agenda for future research with reference to theory, methods
and constructs. Despite being a proven strategy, masstige research has
largely been ignored by scholars with few exceptions (Kumar & Paul, 2018;
Kumar et al., 2020; Paul, 2015, 2018). This is evident from the fact that
to date there is only one measure of masstige available (Paul, 2019). The
marketing world look at masstige as a formidable alternative to brand
equity. For example, prior studies have estimated masstige value of
competing brands comparing foreign versus domestic laptop and car brands
(Kumar & Paul, 2018; Paul, 2019). We therefore, invite scholars to engage
in masstige research dialogue and look forward to receiving theoretical and
empirical manuscripts that further enhance our understanding of masstige
theory; provide the extension of existing theories, measures; and escorts
the managers globally with improved brand management decisions. In this
context we list below the probable themes of submissions (this is not an
exhaustive list, it is for illustrative purposes only). Author(s) may
submit in any domain related to masstige:

   1. Estimation and Comparison of masstige value of competing brands in a
   specific product category, in a country, across countries and product
   2. Brand equity and Mass prestige: Measures, Linkages, Interfaces and
   3. Masstige theory building
   4. Computing and comparing Masstige value of foreign versus domestic
   brands in different product categories such as Smart Phones, Cars,
   Garments, Watches
   5. Relationship of masstige with various other brand equity constructs
   6. Masstige and consumer-brand relationships
   7. Masstige and consumer psychology in the post-COVID 19 era
   8. Masstige and positioning theory in the post-COVID 19 era
   9. Masstige and consumer satisfaction
   10. Relationship between masstige and consumer happiness
   11. Masstige brands as a medium of attaining consumer’s desires
   12. Masstige as a tool to handle brands in recessionary times
   13. Attaining masstige for brands through promotions, product and place
   14. Masstige and product innovation
   15. Masstige and price strategies
   16. Masstige and its impact on consumer behavior attributes like
   consumer attitude, self-concept and motivation etc.
   17. Born masstige brands vs masstige brands evolved through downward
   brand extensions
   18. Masstige marketing measures
   19. Perspectives, practices and methodological advances in masstige
   20. Brand equity-Mass Prestige interface in the post-COVID era and
   Managing brands in the recessionary times


Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage
with luxury brands on social media. *Journal of Business Research*, *112*,

Boisvert, J., & Ashill, N. J. (2018). The impact of branding strategies on
horizontal and downward line extension of luxury brands. *International
Marketing Review,* *35*(6), 1033-1052.

Dion, D., & Borraz, S. (2017). Managing status: How luxury brands shape
class subjectivities in the service encounter. *Journal of Marketing*, *81*(5),

Fain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing luxury buying
behavior: The Indian perspective. *Journal of Product and Brand Management*
, *24*(3), 211–228.

Granot, E., Russell, L. T. M., & Brashear-Alejandro, T. G. (2013).
Populence: Exploring Luxury for the Masses. *The Journal of Marketing
Theory and Practice*, *21*(1), 31–44.

Gurzki, H., & Woisetschläger, D. M. (2017). Mapping the luxury research
landscape: A bibliometric citation analysis. *Journal of Business Research*
, *77*(April 2018), 147–166.

Hung, K., & David, K. T. (2020). Luxury brand consumption in emerging
economies: Review and implications. In *Research Handbook on Luxury
Branding*. Edward Elgar Publishing. DOI:

Kapferer, J.-N., Klippert, C., & Leproux, L. (2014). Does luxury have a
minimum price? An exploratory study into consumers’ psychology of luxury
prices. *Journal of Revenue and Pricing Management*, *13*(1), 2–11.

Kapferer, J.-N., & Valette-Florence, P. (2016). Beyond rarity: the paths of
luxury desire. How luxury brands grow yet remain desirable. *Journal of
Product & Brand Management*, *25*(2), 120–133.

Kapferer, J. N. (2015). The future of luxury: Challenges and
opportunities. *Journal
of Brand Management*, *21*(9), 716–726.

Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class:
Antecedents of the “bandwagon” luxury consumption behavior. *Journal of
Business Research*, *65*(10), 1399–1407.

Kastanakis, M. N., & Balabanis, G. (2014). *Explaining variation in
conspicuous luxury consumption: An individual differences perspective,
Journal of Business Research 67 (10), 2147-2154.

Kastanakis, M., & Balabanis, G. (2011). Bandwagon, snob and veblen effects
in luxury consumption. In D. W. Dahl, G. V. Johar, & S. M. J. van Osselaer
(Eds.), Advances in Consumer Research, 38 (pp. 609–611). Association for
Consumer Research: Duluth, MN.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity. *Journal of Marketing*, *57*(1), 1–22.

Kumar, A., & Paul, J. (2018). Mass prestige value and competition between
American versus Asian laptop brands in an emerging market—Theory and
evidence. *International Business Review*, *27*(5), 969–981.

Kumar, A., Paul, J., & Unnithan, A. B. (2020). ‘Masstige’ marketing: A
review, synthesis and research agenda. *Journal of Business Research*, *113*,

Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory
of consumers' demand. *The quarterly journal of economics*, *64*(2),

Mandler, T., Johnen, M., & Gräve, J. F. (2019). Can’t help falling in love?
How brand luxury generates positive consumer affect in social media. *Journal
of Business Research*.

Miller, K. W., & Mills, M. K. (2012). Probing brand luxury: A multiple lens
approach. *Journal of Brand Management*, *20*(1), 41–51.

Pappu, R., Quester, P., & Cooksey, R. (2005). Consumer‐based brand equity:
improving the measurement – empirical evidence. *Journal of Product & Brand
Management*, *14*(3), 143-154. doi:

Paul, J. (2015). Masstige marketing redefined and mapped. *Marketing
Intelligence & Planning*, *33*(5), 691–706.

Paul, J. (2018). Toward a ‘ masstige ’ theory and strategy for
marketing. *European
J. International Management*, *10*(April).

Paul, J. (2019). Masstige model and measure for brand management. *European

*Journal*, *37*(3), 299-312.

Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance
of the ‘Rarity Principle.’ *Journal of Brand Management*, *8*(2), 122–138.

Silverstein, M. J., & Fiske, N. (2003). Luxury for the Masses - Harvard
Business Review. *Harvard Business Review*, *81*(4), 48–57. Retrieved from

Sharma, A., Soni, M., Borah, S. B., & Saboo, A. R. (2020). Identifying the
drivers of luxury brand sales in emerging markets: An exploratory
study. *Journal
of Business Research*, *111*, 25-40.

Vacirca, F., Imporzano, A., Coleman, J., Gupta, A., & Jackson, J. (2013). *From
prestige to “masstige”— the new face of high performance in Home & Personal
Care.* Accenture

Walley, K., Custance, P., Copley, P., & Perry, S. (2013). The key
dimensions of luxury from a UK consumers’ perspective. *Marketing
Intelligence & Planning*, *31*(7), 823–837.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional
consumer-based brand equity scale. *Journal of Business Research*, *52*(1),
1-14. doi:10.1016/S0148-2963(99)00098-3

Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing
Mix Elements and Brand Equity. *Journal of the Academy of Marketing Science*
, *28*(2), 195-211. doi:10.1177/0092070300282002

Zhan, L., & He, Y. (2012). Understanding luxury consumption in China:
Consumer perceptions of best-known brands. *Journal of Business Research*,
*65*(10), 1452–1460.

AIB-L is brought to you by the Academy of International Business.
For information:
To post message: [log in to unmask]
For assistance:  [log in to unmask]
AIB-L is a moderated list.