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  • Μικρογραφία εικόνας
    Τεκμήριο
    Masstige marketing: attaining masstige through price, product and place strategies
    (2022-05-03) Mecaj, Irena; Athens University of Economics and Business, Department of Marketing and Communication; Painesis, Grigorios; Argouslidis, Paraskevas; Kokkinaki, Flora
    The concept of luxury is developed under the notion of rarity/ sacristy. Luxuries goods in order to be consider as luxury they must be limited to the masses. But in order for a brand to grow and generate sales they need to turn to a more massive public. This is why luxury brands need to abandon the rarity and develop new strategies in order for them to viable. Academics have turned their interest into the phenomena of so-called democratization of luxury or masstige. Masstige goods are very similar to luxury goods in terms they representing the taste of well educated, up mid middle-class consumers. Yet they are different from luxury products as they can generate high sales volumes. Such goods evoke and engage consumers’ emotions while feeding their aspirations for a better life.