The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses".
[2] It was then popularized in 2003 by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses".
[3] "'Masstige' movement gains steam" by Moly Prior characterizes the product trends for the health and beauty care industries with the term.
[4] Since 2003, the marketing strategy of masstige has been used by numerous consumer goods industries that include premium level products.
Kitchen,[clarification needed] a reasonable equilibrium between perceived prestige and price premium is critical to an effective masstige strategy.