Fetscherin Publishes Article in International Journal of Consumer Studies

November 30, 2022

By Stephanie Rizzo ’09

The study looks at "masstige brands," which Fetscherin defines as "prestigious or luxury brands marketed toward the masses."

Marc Fetscherin
Photo by Scott Cook.

Gelbman Family Chair of International Business and Professor of Marketing Marc Fetscherin, in collaboration with Portuguese co-authors Paula Rodrigues, Ana Sousa, and Ana Pinto Borges, has published the paper “Exploring masstige brands' antecedents and outcomes” in the International Journal of Consumer Studies.

The term "masstige brands," refers to prestigious or luxury brands marketed toward the masses. Brands like Gucci, Louis Vuitton, Chanel, or BMW carry name recognition and a connotation of luxury while still being attainable to consumers.

Fetscherin and his co-authors developed a model of consumers' perceptions of—and behaviors towards—masstige brands. The study looked at data from more than 1,000 consumers from across the U.S., Portugal, and China. Fetscherin and his co-authors found that the love consumers feel towards a brand, the brand’s uniqueness in the market place, and the interaction between the brand and consumers impact buyer excitement and willingness to pay a higher price for that brand. This leads to higher consumer happiness and loyalty towards the brand, as well as increased social media buzz.

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