Living the dream
Executives’ strategic decision-making and the interdependence of ‘pure’ luxury and masstige
Bibliographic Data
| ID | 21875327 |
|---|---|
| Authors | Erik Roeraas (0000-0003-0992-6144, Harrisburg University of Science and Technology), David Loranger (0000-0001-6779-9636, ISNI: 0000000404929896 Sacred Heart University) |
| Year | 2024 |
| Volume | 11 |
| Issue | 3 |
| Pages | 635-653 |
| Publication date | 2024-10-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Fashion Style & Popular Culture (JOURNAL) |
| Journal identifiers | ISSN: 2050-0726 • E-ISSN: 2050-0734 |
| Publisher | Intellect (PUBLISHER • GB) |
| DOI | 10.1386/fspc_00123_1 |
| OpenAlex | W4221096139 |
| Language | EN |
| References cited | 8 |
Many companies such as Ralph Lauren and Michael Kors have had success selling both high-end luxury and middle-end ‘masstige’ brands, as consumers seek luxury labels at affordable prices. There have been studies into consumption of both luxury and masstige products, however, few inquiries have attempted to understand this phenomenon through interviews with luxury company executives. This study aimed to understand luxury executives’ perceptions of ‘pure luxury’ versus masstige in order to update current literature and theoretical frameworks. Interviews were conducted with nine ( n = 9) luxury executives. Major themes of balance and cohesion and value emerged; sub-themes and minor themes are outlined
Business · Dream · Economics · Management · Perception · Phenomenon · Sociology · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Psychology · Marketing
| Highly cited | No |
|---|