New luxury brand positioning and the emergence of masstige brands

Yann Truong, Rod Mccoll and Philip Kitchen ()
Additional contact information
Yann Truong: ESC [Rennes] - ESC Rennes School of Business
Rod Mccoll: ESC [Rennes] - ESC Rennes School of Business
Philip Kitchen: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

Post-Print from HAL

Abstract: 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 support this claim. The results confirmed that the two brands under study have adopted a masstige positioning strategy. The authors also discuss the implications of masstige strategies for researchers and practitioners.

Date: 2009-05-07
References: Add references at CitEc
Citations: View citations in EconPapers (9)

Published in Journal of Brand Management, 2009, 16, pp.375-382. ⟨10.1057/bm.2009.1⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04072092

DOI: 10.1057/bm.2009.1

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().