Unravelling the Path of Masstige Marketing: A Bibliometric Review,Insights and Road Map for Future Research

Abstract

Masstige marketing represents a downward extension of luxury brands to middle-class consumers. The growing middle class, with its higher spending power, provides a greater scope for both the marketing industry and academia. A bibliometric analysis using the Scopus database from 2008 to 2022 was employed to reveal masstige marketing details. Publications were identified through performance analysis and science mapping analysis of selected articles to analyse masstige marketing’s growing relevance. The results identified masstige marketing’s major theories, key variables, antecedents, consequences, mediators and moderators. Emergent themes included hedonism, brand happiness and social comparison. The study also conducted citation analysis, co-citation analysis and bibliographic coupling on selected articles. The study findings provide theoretical and managerial implications and directions for future masstige marketing research using the TCM framework.

Keywords

Masstige Marketing Luxury Democratization Mass Prestige Bibliometric Analysis Accessible Luxury Affordable Luxury

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