Sloan Management Review, Vol. Please contact us about accessing the professional tools. Journal of Business Research, 112, 223-235. https://doi.org/10.1016/j.jbusres.2020.02.032, Boisvert, J., & Ashill, N. J. An Examination of Selected Marketing Mix Elements and Brand Equity. Therefore, brands should also look at masstige as an effective marketing strategy to deal with recessionary times. Source Normalized Impact per Paper (SNIP): Brand Equity Measurement Scale (Yoo and Donthu, 2001). >> Journal of Product and Brand Management, 24(3), 211–228. 12 0 obj /Type /Page This concept compares niche and mass marketing strategies and discusses different methods of applying these marketing strategies. << Identifying the drivers of luxury brand sales in emerging markets: An exploratory study. 2007-12-12T08:50:24+08:00 %PDF-1.6 %���� �0�W����Ԧ��P,�,-��9mV��,�oo�^���ڀ �۩b7⤳lE�v��:��m_Srh�Xm��*m��ܦ�L���d:]B� X�V�)��є��ޑ�f�ŕX\��T�����h���N���#��/#N�g�S�@��F02������`�FKu��ɱn/E[���#� oDC� This form of marketing is usually discouraged for small business because it will result to lots of waste of money. /MediaBox [0 0 595.200012207 840.9600219727] Journal of Product & Brand Management, 25(2), 120–133. Dr Strong received her Ph.D from the University of Wales. Despite being a proven strategy, masstige research has largely been ignored by scholars with few exceptions (Kumar & Paul, 2018; Kumar et al., 2020; Paul, 2015, 2018). endobj https://doi.org/10.1016/j.jbusres.2011.10.005, Kastanakis, M. N., & Balabanis, G. (2014). Copyright © 2020 Elsevier B.V. endobj /PageLayout /SinglePage endobj Also, modern mechanisms for collecting and processing accurate mailing lists have greatly increased the effectiveness of direct marketing. Mapping the luxury research landscape: A bibliometric citation analysis. B. * The business evidence section is for premium members only. Author(s) may submit in any domain related to masstige: Bazi, S., Filieri, R., & Gorton, M. (2020). 7 0 obj Leibenstein, H. (1950). The key dimensions of luxury from a UK consumers’ perspective. Brynjolfsson, E., Hu, Y. and Smith, M.D. Contact us to register your interest in our business management platform, and learn all about Niche vs. Mass Marketing. Learn more about KnowledgeBrief Manage and how you can equip yourself with the knowledge to succeed on Niche vs. Mass Marketing and hundreds of other essential business management techniques. /Pages 4 0 R 3 0 obj To help your business succeed, here are 10+ mass marketing examples you can check out. Yoo, B., & Donthu, N. (2001). worthwhile. /Subtype /XML Targeted marketing can potentially help you save time and money on your marketing and lead generation expenses. Careers - Terms and Conditions - Privacy Policy. its competitors. 4 0 obj endobj One major breakthrough in marketing theory was brand equity (Keller, 1993; Yoo, Donthu & Lee, 2000; Yoo & Donthu, 2001; Pappu et al., 2005; Kumar & Paul, 2018). /Tabs /S 10 0 obj >> * The business application section is for premium members only. Both of these strategies have been successful. /D [8 0 R /Fit] Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy.. Direct marketing establishes a somewhat personal relationship with the customer by first allowing the customer to purchase the product directly from the manufacturer and then communicating with Journal of Marketing, 57(1), 1–22. https://doi.org/10.1108/JPBM-07-2014-0655, Granot, E., Russell, L. T. M., & Brashear-Alejandro, T. G. (2013). (2015). 3 0 obj %PDF-1.5 https://doi.org/10.1016/j.jbusres.2011.10.011. Masstige is characterized by mass prestige consumption, with consumers trading up for better quality against a reasonable premium, with a careful downward extension of luxury brands to reap a larger market in waiting (Silverstein & Fiske, 2003; Kumar, Paul, & Unnithan, 2020). /Count 5 Mass marketing is extremely expensive form of marketing and it is usually used by large companies that are well established. Rooted in the existing tenets of ‘markets’, this approach has – decades later – led to the emergence of marketing as a separate discipline and marketing as a term/word emerged in dictionary for the first time. /Type /Page Mass media means technology that is intended to reach a mass audience. /ViewerPreferences 2 0 R Communication is impersonal, as evidenced by its national television and print advertising campaigns, couponing, and point-of-purchase displays.

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