MAHE Dubai is pleased to announce that Dr. Subburaj Alagarsamy from Manipal Business School has co-authored and published a research paper titled “Masstige Consumption in the Emerging Market: Mediating Effects of Brand Happiness and Moderating Role of Age” in the International Journal of Emerging Markets (Emerald).

The journal holds a strong academic standing, being ranked Scopus Q2 with an Impact Factor of 3.0, and listed as ABDC-B and ABS-1, reflecting the quality and impact of the work within the fields of marketing and consumer behaviour.

The paper explores how brand happiness mediates masstige (mass-prestige) consumption in emerging markets and examines the moderating role of age, offering valuable insights for brands seeking to position themselves between mass and luxury segments.

The publication can be accessed here:
https://doi.org/10.1108/IJOEM-04-2025-0762

MAHE Dubai congratulates Dr. Subburaj Alagarsamy on this notable achievement and his contribution to contemporary research in marketing and emerging markets.