Work

Masstige model: a multi-industry validation and extension

Year: 2026

Type: article

Study design: Observational Study

Source: Journal of Consumer Marketing

DOI: 10.1108/jcm-09-2024-7170

Authors: Kiran Nair, Seema Bhardwaj, Ruchi Gupta, Sreejith Balasubramanian

Institutions: Abu Dhabi University, Symbiosis International University, University of Delhi, Middlesex University Dubai

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: W7129089930

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Cites: 53

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