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Regular version of the site

Book chapter

THE POTENTIAL OF MASSTIGE AS A STRATEGY FOR PREMIUM PRODUCTS TO ENTER THE MARKET

P. 3-14.
Artyushina E., Korenkova M., Shushkin M.

Recently, there has appeared a new concept in the field of marketing – mass prestige (masstige). Over the years, premium brands have been promoted in niche markets, being characterized primarily by exclusivity and rarity. A number of studies have questioned the relevance of the characteristics of uniqueness and rarity for status consumption, determining that the growth of brand value is possible with mass consumption. Mass prestige has been chosen by many companies as a new strategy for promoting premium products. However, mass and prestige are mutually exclusive concepts. Such a discrepancy between premium and mass character determined our interest in the scientific study of the new marketing concept of "mass prestige".