Dear Colleagues, We are delighted to share our call for papers- Special Issue on Masstige Marketing, Journal of Business Research. https://www.journals.elsevier.com/journal-of-business-research/call-for-papers/brand-equity-mass-prestige-and-masstige?fbclid=IwAR3TtYaHMtx5k-pT6g5G1HxHlq9g8_hpn5EDYnB6SBN985iIJ5JAluWGTiM 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 Management) Ajay Kumar (Central University of Haryana, India) Full details are given below. Best Regards, *JUSTIN PAUL * *Professor, University of PR, San Juan, PR, USA <http://justinpaul.uprrp.edu> & Distinguished Scholar, IIM, Kerala <https://www.iimk.ac.in/faculty/distvisitingscholars.php> * *&* Editor-in Chief, International Journal of Consumer Studies (A Rank- ABDC Australia) Managing Guest Editor- Journal of Busi Research <https://www.journals.elsevier.com/journal-of-business-research/call-for-papers/thematic-literature-reviews-bibliographic-and-meta-analyses> -------------------------------------------------------------------------------- Associate Editor- European Management Journal <https://www.journals.elsevier.com/european-management-journal/editorial-board> , Former Faculty member- Uni of Washington Web: www.drjustinpaul.com http://justinpaul.uprrp.edu Google Scholar <https://scholar.google.com.pr/citations?user=QONdoqoAAAAJ&hl=en> https://www.youtube.com/drjustinpaul <https://www.linkedin.com/in/profjust> <https://www.facebook.com/drjustinpaul> ------------------------------------------------- Select Publications: Masstige Marketing: A Review and Synthesis, J of Bus Research <https://www.sciencedirect.com/science/article/pii/S0148296319305557> Masstige Model and Measure for Brand Management <https://www.sciencedirect.com/science/article/pii/S0263237318300793> 7-P Framework for International Marketing <https://www.tandfonline.com/doi/abs/10.1080/0965254X.2019.1569111?journalCode=rjsm20> CPP Model for Internationalization <https://onlinelibrary.wiley.com/doi/10.1002/cjas.1512> The Art of Writing Literature reviews <https://www.sciencedirect.com/science/article/abs/pii/S0969593120300585> *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 categories 2. Brand equity and Mass prestige: Measures, Linkages, Interfaces and dispersions 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 strategies 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 theory 20. Brand equity-Mass Prestige interface in the post-COVID era and Managing brands in the recessionary times References Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. *Journal of Business Research*, *112*, 223-235. https://doi.org/10.1016/j.jbusres.2020.02.032 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. https://doi.org/10.1108/IMR-10-2017-0208 Dion, D., & Borraz, S. (2017). Managing status: How luxury brands shape class subjectivities in the service encounter. *Journal of Marketing*, *81*(5), 67-85. https://doi.org/10.1509/jm.15.0291 Fain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing luxury buying behavior: The Indian perspective. *Journal of Product and Brand Management* , *24*(3), 211–228. https://doi.org/10.1108/JPBM-07-2014-0655 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. https://doi.org/10.2753/MTP1069-6679210102 Gurzki, H., & Woisetschläger, D. M. (2017). Mapping the luxury research landscape: A bibliometric citation analysis. *Journal of Business Research* , *77*(April 2018), 147–166. https://doi.org/10.1016/j.jbusres.2016.11.009 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: https://doi.org/10.4337/9781786436351 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. https://doi.org/10.1057/rpm.2013.34 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. https://doi.org/10.1108/JPBM-09-2015-0988 Kapferer, J. N. (2015). The future of luxury: Challenges and opportunities. *Journal of Brand Management*, *21*(9), 716–726. https://doi.org/10.1057/bm.2014.32 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. https://doi.org/10.1016/j.jbusres.2011.10.005 Kastanakis, M. N., & Balabanis, G. (2014). *Explaining variation in conspicuous luxury consumption: An individual differences perspective, Journal of Business Research 67 (10), 2147-2154. https://doi.org/10.1016/j.jbusres.2014.04.024 <https://doi.org/10.1016/j.jbusres.2014.04.024>* 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. https://www.acrwebsite.org/volumes/v38/acr_v38_16088.pdf 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. https://doi.org/10.1016/j.ibusrev.2018.02.007 Kumar, A., Paul, J., & Unnithan, A. B. (2020). ‘Masstige’ marketing: A review, synthesis and research agenda. *Journal of Business Research*, *113*, 384–398. https://doi.org/10.1016/j.jbusres.2019.09.030 Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers' demand. *The quarterly journal of economics*, *64*(2), 183-207. 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*. https://doi.org/10.1016/j.jbusres.2019.10.010 Miller, K. W., & Mills, M. K. (2012). Probing brand luxury: A multiple lens approach. *Journal of Brand Management*, *20*(1), 41–51. https://doi.org/10.1057/bm.2011.64 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: http://dx.doi.org/10.1108/10610420510601012. Paul, J. (2015). Masstige marketing redefined and mapped. *Marketing Intelligence & Planning*, *33*(5), 691–706. https://doi.org/10.1108/MIP-02-2014-0028 Paul, J. (2018). Toward a ‘ masstige ’ theory and strategy for marketing. *European J. International Management*, *10*(April). https://doi.org/10.1504/EJIM.2018.10012543 Paul, J. (2019). Masstige model and measure for brand management. *European Management* *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. https://doi.org/10.1057/palgrave.bm.2540013 Silverstein, M. J., & Fiske, N. (2003). Luxury for the Masses - Harvard Business Review. *Harvard Business Review*, *81*(4), 48–57. Retrieved from http://hbr.org/2003/04/luxury-for-the-masses/ar/1 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. https://doi.org/10.1016/j.jbusres.2020.02.009 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. https://doi.org/10.1108/MIP-09-2012-0092. 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. https://doi.org/10.1016/j.jbusres.2011.10.011 ____ AIB-L is brought to you by the Academy of International Business. For information: http://aib.msu.edu/community/aib-l.asp To post message: [log in to unmask] For assistance: [log in to unmask] AIB-L is a moderated list.