2023 年及以后的大众品牌营销:名牌营销特刊导言

IF 8.6 2区 管理学 Q1 BUSINESS
Anandakuttan B. Unnithan, Michel Laroche, Ajay Kumar
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引用次数: 0

摘要

营销人员最近对采用品牌战略的兴趣证明了它的潜力。但是,研究界关于 "masstige "的对话并不符合其要求。本特刊的推出正是为了满足对masstige研究的这一迫切需求。本特刊以八篇严谨的研究论文为 masstige 理论服务,涵盖了与 masstige 极为相关的各个方面。特刊中的论文确定了大众品牌战略与迄今为止较少探讨的服务、老年消费者、短期和长期幸福感等方面的相关性。论文提出了新的见解,并为大众品牌研究提出了未来的研究建议。本特刊的目的在于激发和提高学者们对 "masstige "的兴趣,从而拓展当前 "masstige "研究的视野。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Masstige marketing in 2023 and beyond: An introduction to the special issue on masstige marketing

The recent interest of marketers in adopting masstige strategy is a testimony to its potential. But, the dialogue on masstige among research community is not befitting its requirement. This special issue was launched to address this pressing demand towards masstige research. This special issue serves the masstige theory with eight rigorous research papers covering utmost relevant varied aspects of masstige. Papers in this special issue establish the relevance of masstige strategy for hitherto less explored aspects like services, old-age consumers, short- and long-term happiness, and so forth. Novel insights are offered along with future research propositions for masstige research. Our aim of this special issue is well addressed by generating and advancing interest of scholars towards masstige and thereby extending the current horizons of masstige research.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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