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Masstige model and measure for brand management
Paul, Justin - In: European management journal 37 (2019) 3, pp. 299-312
Persistent link: https://www.econbiz.de/10012063173
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Toward a "masstige" theory and strategy for marketing
Paul, Justin - In: European journal of international management : EJIM 12 (2018) 5/6, pp. 722-745
Persistent link: https://www.econbiz.de/10011960044
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Mass prestige value and competition between American versus Asian laptop brands in an emerging market : theory and evidence
Kumar, Ajay; Paul, Justin - In: International business review : the official journal of … 27 (2018) 5, pp. 969-981
Persistent link: https://www.econbiz.de/10011931179
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Masstige scale : an alternative to measure brand equity
Alagarsamy, Subburaj; Mehrolia, Sangeeta; Paul, Justin - In: International journal of consumer studies 48 (2024) 1, pp. 1-14
Persistent link: https://www.econbiz.de/10014465441
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Tell us your concern, and we shall together address! : role of service booking channels and brand equity on post-failure outcomes
Manu C; Sreejesh, S.; Paul, Justin - In: International journal of hospitality management 96 (2021), pp. 1-13
Persistent link: https://www.econbiz.de/10012585701