Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Masstige scale: An alternative to measure brand equity Subject The topic of the resource brand equity; mass prestige; masstige marketing; masstige scale; MTMM Description An account of the resource Masstige marketing is a strategic word for market penetration for premium but reachable products based on brand equity, trying to develop brand awareness, likability, affection and attachment. Hence, masstige scale may allow firms to measure brand equity to derive insights into the popularity of their brands. However, there is no empirical evidence available to test whether these scales are related measures of brand equity and, at the same time, independent measures, respectively. This study investigates whether the masstige scale and multidimensional consumer-based brand equity scale measure the same constructs. A total of 493 participants evaluated four different athletic shoe brands. The multi-trait, multimethod and confirmatory factor analyses suggested that the masstige scale may be a viable alternative to consumer-based brand equity and masstige value. We discuss the implications and provide directions for future research derived from our findings. 2022 John Wiley &amp; Sons Ltd. Creator An entity primarily responsible for making the resource Alagarsamy S.; Mehrolia S.; Paul J. Source A related resource from which the described resource is derived International Journal of Consumer Studies, Vol-48, No. 1 Publisher An entity responsible for making the resource available John Wiley and Sons Inc Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1111/ijcs.12873" target="_blank" rel="noreferrer noopener">https://doi.org/10.1111/ijcs.12873</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139011427&amp;doi=10.1111%2Fijcs.12873&amp;partnerID=40&amp;md5=08471d4e1735377c59b66d127da35824" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139011427&amp;doi=10.1111%2fijcs.12873&amp;partnerID=40&amp;md5=08471d4e1735377c59b66d127da35824</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 14706423 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Alagarsamy S., School of Business, Manipal Academy of Higher Education, Dubai, United Arab Emirates; Mehrolia S., School of Business and Management, Christ University, Bangalore, India; Paul J., University of Reading Henley Business School, United Kingdom, University of Puerto Rico, San Juan, Puerto Rico