Co-branding masstige within luxury brands: an empirical investigation based on grounded theory

This study explores how masstige co-branding in the luxury sector can maintain the exclusivity of brands while expanding audiences. Through 20 semi-structured interviews with luxury customers, the research highlights the importance of limited editions, as well as the fundamental supporting role of influencers in overcoming the potential incongruence between luxury and mass perceptions, also mitigating the risks of brand dilution and maximizing the benefits of collaborations. Moreover, evidence suggest that ultra-luxury (when compared to standard luxury) brands face greater risks in pursuing this strategy