Work

‘Masstige’ marketing: A review, synthesis and research agenda

Year: 2019

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2019.09.030

Authors: Ajay Kumar, Justin Paul, Anandakuttan B. Unnithan

Institutions: Central University of Haryana, University of Puerto Rico System, Rollins College, Indian Institute of Management Kozhikode

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2981378110

FWCI: 52.34

Cites: 71

Cited by: 450

Related to: 10