East meets middle east: Unpacking cultural drivers of masstige brand experience in the hospitality sector

The dynamic nature of global consumer behaviour has positioned masstige brands as vital players in contemporary markets, warranting rigorous examination. This research advances our understanding of the interplay between culture and consumer interactions with masstige brands, particularly within the...

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Bibliographic Details
Published in:International journal of hospitality management 2025-10, Vol.131, p.104296, Article 104296
Main Author: Husain, Rehan
Format: Article
Language:English
Subjects:
Brand engagement
Brand experience
Brand identification
Brand prestige
Brand trust
Hospitality sector
Masstige
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