Constructing Consumer-Masstige Brand Relationships in a Volatile Social Reality
(2022)
Journal Article
Moorlock, E., Dekel-Dachs, O., Stokes, P., & Larsen, G. (2023). Constructing Consumer-Masstige Brand Relationships in a Volatile Social Reality. Journal of Business Research, 155(Part A), Article 113381. https://doi.org/10.1016/j.jbusres.2022.113381
This article conceptualises how consumers construct their relationships with masstige brands. Drawing on a two-stage methodology of consumer interviews and online content analysis of brands’ social media pages, we offer innovative insight into how co... Read More about Constructing Consumer-Masstige Brand Relationships in a Volatile Social Reality.