Amidst the cost of living crisis, the luxury sector is increasingly collaborating with mass-market brands to reach new audiences. Canvas8 speaks to three academics about their research into ‘masstige’ co-branding and other brand expansion strategies.
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- Location Global
Dr La Toya Quamina is a senior lecturer in Management and Marketing at Westminster Business School. Her research interests lie on the intersection of consumer behaviour and brand management. Prior to joining academia, she worked for over ten years in PR, media and advertising.
Dr Melanie Tao Xue is an international senior teaching fellow in Marketing at Lancaster University Management School. Her research interests are in consumer behaviour, branding, social media, especially in the areas of luxury marketing, influencer marketing and cause-related marketing.
Dr Rahul Chawdhary is a senior lecturer in Marketing Strategy at Kingston Business School within the Department of Strategy, Marketing and Innovation. His research interests are in the domain of word-of-mouth, luxury branding, personality and conspiracy theories.
Joceline Yong is a Senior Behavioural Analyst at Canvas8 based in Singapore. She holds a BA in Psychology from Yale-NUS College and is currently pursuing a Master's in Applied Social Science Research. She has strong experience in applying behavioural science across tech, healthcare, and the public sector, and enjoys bringing structure to chaos. Outside of work, she can be found social dancing, wandering through flower gardens, and escaping into fictional worlds.
