# Masstige consumption, brand happiness, and brand advocacy: A service perspective

> Research article (International Journal of Consumer Studies, 2023) · cited 39× · AI/ML

**Wikidata**: [openalex:W4366421754](https://www.wikidata.org/wiki/openalex:W4366421754)  
**Source**: https://4ort.xyz/entity/masstige-consumption-brand-happiness-and-brand-advocacy-a-service-perspective