Article Details
  • Published Online:
    March  2026
  • Product Name:
    The IUP Journal of Brand Management
  • Product Type:
    Article
  • Product Code:
    IJBRM040326
  • DOI:
    10.71329/IUPJBRM/2026.23.1.72-82
  • Author Name:
    Siddiqa Fatima
  • Availability:
    YES
  • Subject/Domain:
    Marketing
  • Download Format:
    PDF
  • Pages:
    72-82
Volume 2, Issue 1, January-March 2026
Technology-Driven Innovation in Masstige Markets: Insights from Selected Cases
Abstract

Introduction

The conjunction of branding tactics with technological advancement in today’s competitive landscape is transforming how brands engage with their target customers, particularly in the realm of ‘‘masstige branding’’. Merchandise and organizations which provide an enhanced or quasi-luxury experiences at an accessible price spectrum are sometimes referred to as ‘‘masstige’’, an amalgamation of the expression ‘‘mass’’ and ‘‘prestige’’.