New luxury brand positioning and the emergence of Masstige brands

  title={New luxury brand positioning and the emergence of Masstige brands},
  author={Yann Truong and Roddy McColl and Philippe Kitchen},
  journal={Journal of Brand Management},
New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. These strategies are radically different from those implemented by traditional luxury brand owners, who maintain a strict consistency between perceived prestige and price premiums so as to preserve their brand's exclusivity. Although some authors have suggested the existence of masstige strategies, few empirical studies have been conducted to… 
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