Masstige seems to be last frontier for attracting consumers and increasing brand popularity. Indeed, the collaborations between luxury and low-cost brands are increasing in number and growing in importance. Many new products or collections are created and launched after these partnerships, to be sold in low-cost stores at a premium price for a limited period of time. The paper wants to investigate under which conditions the cobranded masstige has positive effects on brand equity for both brands collaborating. Findings from an experimental study reveal that the cobranded masstige works better when consumers associate a high level of quality to the low cost brand. Implications and ideas for future research are discussed.
Cobranded Masstige / M. Mendini, G. Miniero, M. Gibbert - In: 2016 European Markeitng Academy Conference Proceedings[s.l] : European Marketing Academy, 2016. - ISBN 978-82-8247-284-5. (( convegno European Marketing Academy Conference tenutosi a Oslo nel 2016.
Cobranded Masstige
G. Miniero;
2016
Abstract
Masstige seems to be last frontier for attracting consumers and increasing brand popularity. Indeed, the collaborations between luxury and low-cost brands are increasing in number and growing in importance. Many new products or collections are created and launched after these partnerships, to be sold in low-cost stores at a premium price for a limited period of time. The paper wants to investigate under which conditions the cobranded masstige has positive effects on brand equity for both brands collaborating. Findings from an experimental study reveal that the cobranded masstige works better when consumers associate a high level of quality to the low cost brand. Implications and ideas for future research are discussed.
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