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Masstige marketing redefined and mapped: Introducing a pyramid model and MMS measure

Justin Paul (Graduate School of Business, University of Puerto Rico, San Juan, PR, USA AND University of Washington, Foster School of Business, Seattle , USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 3 August 2015

2837

Abstract

Purpose

“Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing” strategy in this paper and map the concept as a new model for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy.

Design/methodology/approach

The author introduce a scale, called “Masstige Mean Score Scale” to measure the mass prestige value of brands. Both secondary and primary data used in this study. The author collected data from 590 young women consumers living in Japan and France to measure the “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has also been discussed as a method.

Findings

Masstige value is the best indicator of long-term brand value. In other words, higher the masstige value (MMS) of a brand, the higher the likelihood to succeed. The author also found that a brand can create mass prestige with “masstige marketing” strategy by appropriately mixing the four Ps in marketing – Product, Price, Promotion and Place in a distinct and culturally different market.

Originality/value

The author develop a pyramid model and measurement scale for “masstige marketing” as a theoretical framework to stimulate further research and as a tool for practitioners for better decision making. Besides, the author posit that higher the Masstige Mean Score (MMS) of a brand, higher the likelihood that potential customers recall that as a “top of mind” brand. Lower MMS implies that the firm has to go long way in their efforts to build the brand.

Keywords

Acknowledgements

The author acknowledges the comments by Professor Constantine S. Katsikeas which worked as the basis for thinking beyond developing a pyramid model. His suggestion on the first draft of the paper resulted into developing a measure/index for masstige marketing. Comments from Professor Anamary Irizari and Research Assistance from Joely Ramon also acknowledged.

Citation

Paul, J. (2015), "Masstige marketing redefined and mapped: Introducing a pyramid model and MMS measure", Marketing Intelligence & Planning, Vol. 33 No. 5, pp. 691-706. https://doi.org/10.1108/MIP-02-2014-0028

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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