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Nishu Goyal
Dr. Seema Rathee
Keywords:
Mass Prestige, Masstige, Masstige Marketing, Bibliometric, VOSviewer, Scopus
Abstract:
Masstige marketing, a fusion of mass-market accessibility and prestige branding, has emerged as a significant area of research and practice, fundamentally reshaping the luxury and consumer goods industries. This study conducts a comprehensive bibliometric analysis of masstige marketing literature published between 2005 and 2024, utilizing data from the Scopus database. By systematically examining 135 publications, this research identifies key scholars, influential publications, dominant research themes, and intellectual collaborations within the field. The findings reveal that masstige marketing is driven by evolving consumer aspirations, digitalization, and the strategic positioning of brands to maintain both exclusivity and affordability. The study highlights major research clusters, including the democratization of luxury, brand loyalty, co-branding strategies, consumer behaviour, and the role of social and economic factors in shaping masstige consumption patterns. Through performance analysis, co-citation mapping, and keyword analysis, this research uncovers the trajectory of scholarly contributions and potential gaps in existing literature. The results offer valuable insights for academics, industry practitioners, and marketers aiming to leverage masstige strategies to enhance brand equity and consumer engagement. This study serves as a foundational reference for future research by identifying theoretical inconsistencies and proposing directions for further empirical validation and interdisciplinary exploration.
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International Journal of Recent Research and Review
ISSN: 2277-8322
Vol. XVII, Issue 3
September 2024
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PUBLISHED
September 2024
ISSUE
Vol. XVII, Issue 3
SECTION
Articles
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