New luxury brand positioning and the emergence of Masstige brands

@article{Truong2009NewLB,
  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},
  year={2009},
  volume={16},
  pages={375-382}
}
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… 
Mass Prestige brands – the end of traditional luxury brand marketing?
The luxury goods market is undergoing dramatic changes due to the fact that vast numbers of new consumers are gaining access to goods previously regarded as unobtainable. As a result, luxury is
Consumer Perceived Associations of Masstige Brands: An Indian Perspective
Abstract Luxury is exclusive, expensive and provides social recognition. There is an emergence of masstige brands in Indian economy and also globally. Masstige brands are expressed as new luxury
Evolution of Global Luxury Brands
In the marketing literature, luxury is often defined in relation to product or brand characteristics and is positioned at the high end of a product and brand continuum, with superior characteristics.
Specific Features of Luxury Products Branding
In this modern world characterized by rapid change, the role of marketing is increasingly important. Developing a brand is one way in which a competitive advantage can be achieved. The work defines
Luxury brand dilution: investigating the impact of renting by Millennials on brand equity
Modern forms of product acquisition, such as renting, provide consumers with either first-time or increased access at relatively low cost to products of brands that historically have relied on
Luxury Brand Perception and Consumer Attitude to Extended Luxury Brand: A Case of Korean Young Consumers
South Korea, as one of the largest economies and emerging markets in the world, continues to be attractive to luxury companies. There is dramatic increase in purchasing power for luxury products in
Toward a 'masstige' theory and strategy for marketing
The term 'Masstige' stands for mass prestige. Masstige marketing is a strategic phenomenon with the goal of market penetration and brand management in the era of globalisation. The main purpose of
Step-down vertical brand extensions of luxury and prestige car brands: exploratory results
This exploratory study focuses on consumers‟ evaluation of vertical step-down price extensions of different magnitude and compares the effects of such extensions on the brand images of luxury and of
Exploring symbolism in masstige brand advertising within the discursive context of luxury: a semiotic analysis
Many consumers are drawn to the allure of prestige brands such as Calvin Klein, Michael Kors, Ralph Lauren, Victoria’s Secret, to mention a few, and as a result, prestige brands have seen global
...
...

References

SHOWING 1-10 OF 20 REFERENCES
Status and Conspicuousness – Are They Related? Strategic Marketing Implications for Luxury Brands
The purpose of this paper is to develop a scale to measure luxury brands' status and conspicuousness using the new luxury brand context as a reference point. This scale will be utilized to establish
Measuring perceptions of brand luxury
What distinguishes high-luxury brands from those that are low on luxury? This paper discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of
A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior
This paper discusses the existing consumer knowledge dealing with aspects of prestige, and based on this literature, develops a conceptual framework useful for the analysis of prestige-seeking
Conspicuous Consumption and Sophisticated Thinking
TLDR
It is shown that snobs can have an upward-sloping demand curve but only in the presence of consumers who are (weakly) followers, and the implications of consumer learning for optimal dynamic pricing policy by a monopolist are discussed.
Luxury for the masses.
TLDR
Whether the item in question is a $6 Panera sandwich or a $30,000 Mercedes, new luxury is a formula that middle-market companies, facing erosion of their market share by high-end and low-end producers, can ill afford to ignore.
Conspicuous Consumption: A Literature Review
States that status and prestige considerations play a significant part in shopping preferences for products, which, although they appear to have a direct utility, serve only as a means of displaying
Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries
This article proposes an international segmentation of consumers based on their attitudes toward luxury. We perform a two-stage empirical study with a data set that combines samples from 20
Exploring consumer status and conspicuous consumption
In seeking to expand an understanding of consumption, this study assesses the relationship between status consumption and conspicuous consumption. Theoretically, the relationship between status
Status Consumption in Consumer Behavior: Scale Development and Validation
This paper describes the development and validation of a short, reliable, and valid self-report scale to measure status consumption, the tendency to purchase goods and services for the status or
Lauding the Leisure Class: Symbolic Content and Conspicuous Consumption
Symbolic consumption is assessed as an evolution of previously identified conspicuous consumption, after this has undergone a “de-materialization” that is socially, as much as ecologically, driven.
...
...