search button

2020-2021 Research Seminars

Research Seminar Series

Wednesday Research Seminar Series - Masstige Model & Measure for Brand Management & Maximising Market share

Event information

START DATE 31 March 2021


END DATE 31 March 2021

We are pleased to invite you to our Wednesday Research Seminar. It will be held online on 31 March from 4pm via Microsoft team platform. Wednesday Research Seminar Series was launched in 2008 and has featured more than 290 presentations to date. The seminars provide a forum for researchers to share their work. Presenters include faculty from Middlesex University Dubai and other universities in the United Arab Emirates, as well as researchers from other global institutions. Justin will deliver seminar on:         

“Masstige Model & Measure for Brand Management (Masstige marketing)”

Justin Paul

 Click here to join the meeting


The research seminar will introduce the concept of “Masstige = Mass + Prestige marketing” and related scales to measure the mass prestige value of brands and compare the value of competing brands to derive insights on the popularity of the brands. Specifically, the key objectives of this seminar are i) To illustrate how to build a “top of mind” brand in a key overseas market by implementing “masstige marketing” strategy ii) To develop a theoretical model for “masstige marketing” strategy, taking into account people belonging into high-income group, middle-income group and low-income group iii) To illustrate the complexities of managing global operations and the challenges and opportunities in a foreign market and to determine how to use the marketing mix four Ps effectively to attain “sustained success” iv) To develop a Score Scale to measure the effectiveness of “masstige marketing” for different brands. Further, several theoretical propositions that could help stimulate future research and improve managerial practice will be discussed.


Dr Justin Paul, serves as Editor-in-chief of A Ranked International Journal of Consumer studies, and as an Associate Editor of Journal of Business Research. A former faculty member with the University of Washington, he has been serving as Chair/ Director & Full Professor of PhD & MBA programs, University of Puerto Rico, USA (AACSB accredited). He holds three honorary titles as 'Distinguished Professor' with three reputed universities including- Indian Institute of Management (IIM-K), and SIBM, Pune. He is known as an author/co-author of bestselling books such as Business Environment (4th ed), International Marketing, Services Marketing, Export-Import Management (2nd edition), Management of Banking & Financial Services by McGraw-Hill, Oxford University Press & Pearson respectively. He has also published three bestselling case studies with Ivey & Harvard. Dr. Paul has served as Lead Guest Editor with the International Business Review, Journal of Business research, Journal of Retailing & Consumer services, Asia Pacific Business Review and European Business Review. He serves as an Associate Editor with European Management Journal, & Journal of Strategic Marketing. He has also edited special issues for Small Bus Economics and Journal of Promotion Management. He was Associate editor for International Journal of Emerging Markets, and The Services Industries Journal for 3 years. He is ranked among the world's top 1% scientists by Stanford University in 2020, Dr. Paul introduced the Masstige model and measure for brand management, CPP Model for internationalization, SCOPE framework for small firms and 7-P Framework for International Marketing. His articles have been downloaded over 700,000 times during the last six years. An author of over 100 research papers in SSCI journals, Justin has over 70 papers are in A or A star journals. He has also served as a faculty member of several Universities including Nagoya University, Japan and as Department Chair at IIM. In addition, He has visited over 60 countries as a visiting professor / speaker. and has conducted research workshops in countries such as Austria, USA, Spain, Croatia, China.

Middlesex Associates FZ LLC, Dubai Knowledge Park - Blocks 4, 16, 17 & 19
Admissions +971 (0)4 3678100

© Copyright Middlesex University Dubai 2021