Essays about: "masstige"

Found 2 essays containing the word masstige.

  1. 1. Do you purchase you-products? A quantitative study analyzing the mediating effects of self-congruence and satisfaction on the purchase intention of masstige home goods

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Kajsa Dahlberg; Vilgot Bergmark; [2023]
    Keywords : Masstige; Self-congruence; Purchase intention; Consumer behavior; Everyday products;

    Abstract : In contrast to earlier times, middle-class consumers are now more inclined to purchase products that offer superior quality and taste. The new middle segment is called "masstige" as it bridges the "mass" production of "prestige" items. READ MORE

  3. 2. Luxury for the Masses - but what happens to the brand?

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Sophie Hedenmark; Sophia Westerling; [2010]
    Keywords : masstige; luxury consumption; brand extensions; conspicuous consumption; reference groups;

    Abstract : Once upon a time luxury was the most beautiful wares imaginable that money could buy, created by extremely skilled artisans in small family-owned businesses for society’s true elite. Luxury was not simply a product, but contained a history of tradition, superior quality and an extraordinary buying experience. The luxury market has changed. READ MORE