{"id":2486,"date":"2022-07-29T10:03:11","date_gmt":"2022-07-29T10:03:11","guid":{"rendered":"http:\/\/researchblog.iimk.ac.in\/?p=2486"},"modified":"2022-08-11T03:49:24","modified_gmt":"2022-08-11T03:49:24","slug":"research-workshop-by-prof-justin-paul","status":"publish","type":"post","link":"https:\/\/researchblog.iimk.ac.in\/?p=2486","title":{"rendered":"Research Seminar by Prof. Justin Paul"},"content":{"rendered":"<p>A research seminar by Dr. Justin Paul, Professor at University of Puerto Rico, USA, Visiting Professor at Henley Business School, UK<br \/>\nand a Distinguished Visiting Scholar, IIM Kozhikode was held on 28 July 2022.<\/p>\n<p>Topic &#8211;\u00a0Masstige model and measure for brand management<\/p>\n<div style=\"width: 584px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-2486-1\" width=\"584\" height=\"467\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"http:\/\/researchblog.iimk.ac.in\/wp-content\/uploads\/2022\/07\/Prof.JustinSeminar_1.mp4?_=1\" \/><a href=\"http:\/\/researchblog.iimk.ac.in\/wp-content\/uploads\/2022\/07\/Prof.JustinSeminar_1.mp4\">http:\/\/researchblog.iimk.ac.in\/wp-content\/uploads\/2022\/07\/Prof.JustinSeminar_1.mp4<\/a><\/video><\/div>\n<p>Abstract of the research paper on which the talk was based<\/p>\n<p>The purpose of this article is to reconceptualize the term \u201cmasstige\u201d (Mass Prestige) marketing, develop<br \/>\na masstige model for brand management, and extend the use of the Masstige Mean Scale (MMS). The<br \/>\nstudy was conducted based on data from 600 individuals living in the United States, France, and<br \/>\nIndia using a structured questionnaire consisting of different factors\/sources of brand equity, such as<br \/>\nmass prestige, brand knowledge, and perceived quality. On the basis of the findings, we establish that<br \/>\nthe greater the brand&#8217;s Masstige Mean Index (MMI) value (\u201cMMIV\u201d), the higher the potential customers&#8217;<br \/>\ntop-of-mind brand awareness. Low MMIVs imply that firms have a long way to go to build their brands.<br \/>\nWe argue that MMI may allow firms to measure brand equity in different regions, within a country or in<br \/>\nforeign countries, to derive insights into the popularity of their brands. We posit three theoretical<br \/>\npropositions and develop two theoretical models (i) a hexagon model and (ii) a three-stage model for<br \/>\nmasstige marketing to define, reconceptualize, and explain the phenomenon.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A research seminar by Dr. Justin Paul, Professor at University of Puerto Rico, USA, Visiting Professor at Henley Business School, UK and a Distinguished Visiting Scholar, IIM Kozhikode was held on 28 July 2022. Topic &#8211;\u00a0Masstige model and measure for brand management Abstract of the research paper on which the talk was based The purpose of this article is to &hellip;<span class=\"clear\"><\/span><span class=\"read-more\"><a href=\"https:\/\/researchblog.iimk.ac.in\/?p=2486\">Read more &raquo;<\/a><\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[110],"tags":[],"class_list":["post-2486","post","type-post","status-publish","format-standard","hentry","category-seminar-2"],"_links":{"self":[{"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=\/wp\/v2\/posts\/2486"}],"collection":[{"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2486"}],"version-history":[{"count":5,"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=\/wp\/v2\/posts\/2486\/revisions"}],"predecessor-version":[{"id":2551,"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=\/wp\/v2\/posts\/2486\/revisions\/2551"}],"wp:attachment":[{"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2486"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2486"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/researchblog.iimk.ac.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2486"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}