New luxury brand positioning and the emergence of masstige brands

被引：192

作者：

Truong Y. ^{[1
,4
]}

McColl R. ^{[2
]}

Kitchen P.J. ^{[3
]}

机构：

[1] Department of Marketing, ESC Rennes Business School, Research Center

[2] Department of Marketing, ESC Rennes

[3] Centre for Marketing, Communications and International Strategy, Hull University

[4] Ecole Supŕrieur de Commerce de Rennes, Rennes 35000

来源：

Journal of Brand Management | 2009年 / 16卷 / 5-6期

关键词：

Masstige; New luxury brands; Positioning; Prestige;

D O I：

10.1057/bm.2009.1

中图分类号：

学科分类号：

摘要：

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. © 2009 Palgrave Macmillan 1350-23IX.

引用

页码：375 / 382

页数：7

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