"Masstige" marketing : a review, synthesis and research agenda
Year of publication: |
2020
|
---|---|
Authors: | Kumar, Ajay ; Paul, Justin ; Unnithan, Anandakuttan B. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 113.2020, p. 384-398
|
Subject: | Brand | Mass prestige | Mass-luxury continuum | Premium |
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