New Luxury Brand Positioning and the Emergence of Masstige Brands

Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5), 375-382.

12 Pages Posted: 5 Dec 2014

See all articles by Yann Truong

Yann Truong

ESC Rennes SChool of Business

Rod S. McColl

ESC Rennes School of Business

Philip J. Kitchen

Hull University Business School (HUBS)

Date Written: January 19, 2009

Abstract

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.

Keywords: new luxury brands, masstige, positioning, prestige

Suggested Citation

Truong, Yann and McColl, Rod S. and Kitchen, Philip J., New Luxury Brand Positioning and the Emergence of Masstige Brands (January 19, 2009). Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5), 375-382., Available at SSRN: https://ssrn.com/abstract=2528078

Yann Truong (Contact Author)

ESC Rennes SChool of Business ( email )

Rue Robert d'arbrissel, 2
Rennes, 35000
France

HOME PAGE: http://www.esc-rennes.com

Rod S. McColl

ESC Rennes School of Business ( email )

Rue Robert d'arbrissel, 2
Rennes, 35000
France

Philip J. Kitchen

Hull University Business School (HUBS) ( email )

Hull, HU6 7RX
United Kingdom

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